Overview
- Reporting on Sept. 24–25 shows Microsoft and multiple OEMs have removed the Copilot+ label from new Surface and partner product names and marketing materials.
- Microsoft Surface executive Brett Ostrum and Qualcomm's Kedar Kondap confirmed that recent devices still meet the original Copilot+ hardware requirements but are not being labeled as Copilot+ PCs.
- The Copilot+ brand was damaged by criticism of Microsoft’s Recall feature, which researchers found insecure because it captured system screenshots with weak protections, forcing Microsoft to delay Recall and ship some devices without it.
- NVIDIA’s upcoming RTX Spark laptops meet or exceed the same local‑AI performance baseline but are also avoiding the Copilot+ name, underscoring that the pullback is a marketing choice rather than a technical change.
- Observers expect Microsoft to reframe messaging around ‘local AI’ or raw on‑device performance and possibly introduce new branding, a shift that could change how PC makers sell AI features and how users find devices that run local AI workloads.