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Microsoft and Partners Quietly Drop Copilot+ PC Branding

After privacy problems with the Recall feature led to reputational damage, Microsoft and its hardware partners are shifting marketing toward plain performance and on-device AI messaging.

Overview

  • Microsoft Surface corporate VP Brett Ostrum confirmed Friday at Qualcomm’s Snapdragon Summit that the new Surface models meet the Copilot+ hardware requirements but will not be labeled as Copilot+ PCs.
  • Qualcomm compute chief Kedar Kondap said partners will keep delivering the same on-device NPU experiences while likely abandoning the Copilot+ terminology.
  • The technical baseline that defined Copilot+ devices still exists in documentation—NPUs with the original TOPS floor plus memory and storage minimums—but Microsoft has de-emphasized the consumer-facing badge.
  • The Copilot+ brand suffered early reputational harm after security researchers showed the Recall feature captured frequent screenshots with weak protections, which delayed and limited its rollout and weakened consumer trust.
  • OEMs and platform makers including NVIDIA are avoiding Copilot+ labeling even as new RTX Spark and Snapdragon X2 Plus devices exceed the original spec, and Microsoft has redirected its Copilot+ web page toward generic performance messaging while keeping features for existing owners intact.