In 2024, Microsoft and Qualcomm launched the Copilot+ PC category, branding new AI-first Windows hardware with exclusive features. The launch faced immediate backlash when security researchers discovered that the flagship feature, Recall, was insecure, forcing a delay and release without the leading AI experience. This tarnished the brand, prompting OEMs and Microsoft to drop the moniker from marketing materials.

By 2026, Surface PCs no longer include the Copilot+ label in product names, requiring users to dig through specification sheets for compatibility. At this year's Snapdragon Summit, Surface CVP Brett Ostrum confirmed recent devices meet prior requirements but are not branded as Copilot+ PCs. Qualcomm SVP Kedar Kondap stated the purpose was to deliver NPU experiences defined by metrics like a 45 TOPS NPU, noting the offering continues without the terminology.

Notably, NVIDIA's upcoming RTX Spark platform meets the specification bar but avoids the Copilot+ branding entirely. The rough launch and Microsoft Copilot's weak reputation likely contributed to the quiet retirement of the brand, as the specification baseline persists without the marketing name. Zac Bowden, Senior Editor at Windows Central since 2016, covers exclusive Windows and Surface hardware news.