Back in May 2024, Microsoft confidently unveiled the Copilot+ PCs, heralding a new era in Windows computing. This ambitious initiative was centered around local AI acceleration, featuring NPUs and a fresh generation of AI-powered devices. The launch was anchored by Qualcomm’s Snapdragon X Elite chips, setting the stage for what many believed would be a transformative shift in the Windows landscape.
However, as time progressed, Microsoft recently introduced the Surface Laptop Ultra, powered by NVIDIA’s RTX Spark platform, yet conspicuously omitted any mention of the Copilot+ branding during the announcement. Instead, the focus was solely on the capabilities of the RTX Spark, local AI compute, and enhanced developer workflows, leaving the Copilot+ identity in the shadows.
This decision appears deliberate, particularly given that the Surface Laptop Ultra is touted as the most powerful AI-centric Windows laptop Microsoft has ever created. Notably, even the strikingly designed Surface RTX Spark Dev Box lacks any association with the Copilot+ label, raising questions about the strategic direction behind this branding omission.
Microsoft originally pushed Copilot+ PCs as the future of Windows
Initially, Microsoft characterized Copilot+ PCs as the “fastest, most intelligent Windows PCs ever built.” The specifications outlined a new hardware category requiring a dedicated NPU with a minimum of 40 TOPS, 16GB of LPDDR5 RAM, and 256GB of SSD storage. Qualcomm’s Snapdragon X series chips were the first to meet these ambitious criteria, marking the dawn of a new era for AI PCs.
The promise was enticing: devices meeting these specifications would unlock advanced AI features, such as Recall, Cocreator, and Auto Super Resolution, all processed locally. However, as the months rolled on, AMD and Intel joined the fray with their own processors, effectively lowering the bar that Microsoft had set. By late 2024, nearly every modern premium laptop could be classified as a Copilot+ PC, diluting the brand’s significance.
Recall became one of Microsoft’s biggest AI controversies
Among the bold promises of the Copilot+ PCs was Recall, envisioned as a “photographic memory” for users’ PCs. This feature aimed to continuously capture screenshots of user activity, making them searchable via natural language. However, the rollout quickly turned into a public relations debacle when security researchers revealed that early builds stored these snapshots in unencrypted plain-text files, compromising user privacy.
As a result, Microsoft had to retract the feature before its public release, redesign it to be opt-in, and implement Windows Hello authentication, delaying its launch by over a year. Although Recall eventually made its way into Windows Insider builds, the damage to the Copilot+ brand was already done, as users began associating the label with privacy concerns.
Microsoft spent 2025 forcing Copilot into everything
The year 2025 saw Microsoft aggressively integrating Copilot into various facets of Windows 11, including Edge, Office, Notepad, Paint, and File Explorer. This relentless push was met with significant user backlash, leading to a notable decline in public perception of the Copilot+ brand. The Windows President even faced criticism after locking comments on his announcement regarding Windows evolving into an “agentic OS.”
As the year progressed, the Copilot branding became increasingly entangled with negative associations, particularly as users expressed frustration over the software’s performance and functionality. By early 2026, Microsoft acknowledged the need to address Windows’ core issues before further embedding AI features, leaving the Copilot+ label with a tarnished reputation.
Surface Laptop Ultra avoids the Copilot+ PC branding entirely
The Surface Laptop Ultra boasts impressive specifications, including up to 128GB of unified LPDDR5X memory and a Blackwell GPU with 6,144 CUDA cores, delivering performance comparable to the RTX 5070. The RTX Spark chip in its highest configuration offers 1 petaflop of AI compute, far exceeding the capabilities of many existing NPUs.
Interestingly, while the device is confirmed to be a Copilot+ PC internally, Microsoft chose to forgo the branding publicly. This decision likely stems from NVIDIA’s desire to establish its own identity around the RTX platform, steering clear of the controversies associated with Microsoft’s Copilot branding.
Copilot+ PCs became confusing anyway
Compounding the confusion, Microsoft’s own Surface Laptop for Business was recently launched with an 8GB RAM variant, despite the previously established requirement of 16GB for Copilot+ PCs. This inconsistency raises questions about whether Microsoft has altered its standards or simply opted not to label the device as a Copilot+ PC.
As more laptops begin to incorporate NPUs, the distinction between standard Windows laptops and Copilot+ PCs has become increasingly blurred. Many consumers remain unaware of what qualifies a PC as “Copilot+,” especially given the negative associations stemming from the Recall feature.
Microsoft may eventually need a full Windows AI branding reset
While the Surface Laptop Ultra’s capabilities are remarkable, its success hinges on how well Windows 11 manages the underlying hardware. Microsoft has indicated that Windows 11 now employs Workload Profile Scheduling (WPS) to optimize performance across the device’s CPU cores. However, the broader identity crisis facing Microsoft suggests that a rebranding of Windows may be necessary as the company pivots towards local AI development.
Speculation surrounding a potential Windows 12 continues to circulate, with many believing that a clean slate could be beneficial for the next phase of the operating system. As Microsoft works on optimizing Windows 11, the focus on improving performance may ultimately prove more crucial than any AI branding, as users seek a faster, more responsive experience over mere labels.
Microsoft dropped Copilot+ PC branding for Windows 11’s most powerful AI laptop, and nobody complained
Back in May 2024, Microsoft confidently unveiled the Copilot+ PCs, heralding a new era in Windows computing. This ambitious initiative was centered around local AI acceleration, featuring NPUs and a fresh generation of AI-powered devices. The launch was anchored by Qualcomm’s Snapdragon X Elite chips, setting the stage for what many believed would be a transformative shift in the Windows landscape.
However, as time progressed, Microsoft recently introduced the Surface Laptop Ultra, powered by NVIDIA’s RTX Spark platform, yet conspicuously omitted any mention of the Copilot+ branding during the announcement. Instead, the focus was solely on the capabilities of the RTX Spark, local AI compute, and enhanced developer workflows, leaving the Copilot+ identity in the shadows.
This decision appears deliberate, particularly given that the Surface Laptop Ultra is touted as the most powerful AI-centric Windows laptop Microsoft has ever created. Notably, even the strikingly designed Surface RTX Spark Dev Box lacks any association with the Copilot+ label, raising questions about the strategic direction behind this branding omission.
Microsoft originally pushed Copilot+ PCs as the future of Windows
Initially, Microsoft characterized Copilot+ PCs as the “fastest, most intelligent Windows PCs ever built.” The specifications outlined a new hardware category requiring a dedicated NPU with a minimum of 40 TOPS, 16GB of LPDDR5 RAM, and 256GB of SSD storage. Qualcomm’s Snapdragon X series chips were the first to meet these ambitious criteria, marking the dawn of a new era for AI PCs.
The promise was enticing: devices meeting these specifications would unlock advanced AI features, such as Recall, Cocreator, and Auto Super Resolution, all processed locally. However, as the months rolled on, AMD and Intel joined the fray with their own processors, effectively lowering the bar that Microsoft had set. By late 2024, nearly every modern premium laptop could be classified as a Copilot+ PC, diluting the brand’s significance.
Recall became one of Microsoft’s biggest AI controversies
Among the bold promises of the Copilot+ PCs was Recall, envisioned as a “photographic memory” for users’ PCs. This feature aimed to continuously capture screenshots of user activity, making them searchable via natural language. However, the rollout quickly turned into a public relations debacle when security researchers revealed that early builds stored these snapshots in unencrypted plain-text files, compromising user privacy.
As a result, Microsoft had to retract the feature before its public release, redesign it to be opt-in, and implement Windows Hello authentication, delaying its launch by over a year. Although Recall eventually made its way into Windows Insider builds, the damage to the Copilot+ brand was already done, as users began associating the label with privacy concerns.
Microsoft spent 2025 forcing Copilot into everything
The year 2025 saw Microsoft aggressively integrating Copilot into various facets of Windows 11, including Edge, Office, Notepad, Paint, and File Explorer. This relentless push was met with significant user backlash, leading to a notable decline in public perception of the Copilot+ brand. The Windows President even faced criticism after locking comments on his announcement regarding Windows evolving into an “agentic OS.”
As the year progressed, the Copilot branding became increasingly entangled with negative associations, particularly as users expressed frustration over the software’s performance and functionality. By early 2026, Microsoft acknowledged the need to address Windows’ core issues before further embedding AI features, leaving the Copilot+ label with a tarnished reputation.
Surface Laptop Ultra avoids the Copilot+ PC branding entirely
The Surface Laptop Ultra boasts impressive specifications, including up to 128GB of unified LPDDR5X memory and a Blackwell GPU with 6,144 CUDA cores, delivering performance comparable to the RTX 5070. The RTX Spark chip in its highest configuration offers 1 petaflop of AI compute, far exceeding the capabilities of many existing NPUs.
Interestingly, while the device is confirmed to be a Copilot+ PC internally, Microsoft chose to forgo the branding publicly. This decision likely stems from NVIDIA’s desire to establish its own identity around the RTX platform, steering clear of the controversies associated with Microsoft’s Copilot branding.
Copilot+ PCs became confusing anyway
Compounding the confusion, Microsoft’s own Surface Laptop for Business was recently launched with an 8GB RAM variant, despite the previously established requirement of 16GB for Copilot+ PCs. This inconsistency raises questions about whether Microsoft has altered its standards or simply opted not to label the device as a Copilot+ PC.
As more laptops begin to incorporate NPUs, the distinction between standard Windows laptops and Copilot+ PCs has become increasingly blurred. Many consumers remain unaware of what qualifies a PC as “Copilot+,” especially given the negative associations stemming from the Recall feature.
Microsoft may eventually need a full Windows AI branding reset
While the Surface Laptop Ultra’s capabilities are remarkable, its success hinges on how well Windows 11 manages the underlying hardware. Microsoft has indicated that Windows 11 now employs Workload Profile Scheduling (WPS) to optimize performance across the device’s CPU cores. However, the broader identity crisis facing Microsoft suggests that a rebranding of Windows may be necessary as the company pivots towards local AI development.
Speculation surrounding a potential Windows 12 continues to circulate, with many believing that a clean slate could be beneficial for the next phase of the operating system. As Microsoft works on optimizing Windows 11, the focus on improving performance may ultimately prove more crucial than any AI branding, as users seek a faster, more responsive experience over mere labels.