In 2024, Microsoft and Qualcomm launched "Copilot+ PCs" to promote AI-first computing, but faced challenges when security concerns led to the postponement of the key feature, Recall. A Microsoft representative stated that while the latest Surface PCs met Copilot+ specifications, they would not carry the branding. Qualcomm's Kedar Kondap explained that the branding aimed to define devices capable of advanced NPU experiences, but those experiences could still be provided without the Copilot+ label. NVIDIA chose not to associate its RTX Spark platform with Copilot+, indicating a lack of market resonance for the branding. Consequently, both OEMs and Microsoft are moving away from the Copilot+ label, despite maintaining the specification baseline for the experiences.