Winsage
June 5, 2026
In May 2024, Microsoft launched Copilot+ PCs featuring local AI acceleration and Qualcomm's Snapdragon X Elite chips. However, during the introduction of the Surface Laptop Ultra, powered by NVIDIA’s RTX Spark platform, Microsoft did not mention the Copilot+ branding. The Surface Laptop Ultra is described as the most powerful AI-centric Windows laptop, yet it lacks the Copilot+ label, raising questions about the branding strategy. Initially, Copilot+ PCs were marketed as the fastest and most intelligent Windows PCs, requiring specific hardware specifications. The Recall feature, intended as a "photographic memory," faced privacy issues, leading to its retraction and redesign. In 2025, Microsoft integrated Copilot into various Windows applications, resulting in user backlash and a decline in the brand's perception. The Surface Laptop Ultra is confirmed as a Copilot+ PC internally, but Microsoft chose not to use the branding publicly, likely due to NVIDIA's branding interests. Additionally, inconsistencies in hardware requirements for Copilot+ PCs have created confusion among consumers. Microsoft may need to consider a rebranding of Windows as it focuses on local AI development and improving performance.
