Microsoft launched the Copilot+ brand in 2024 to differentiate its offerings with local AI capabilities from other devices that do not have NPUs or fail to meet the minimum 40+ TOPS requirement. But a little over two years after the disastrous launch and poor sales, the company has quietly moved away from the brand. Microsoft Surface CVP Brett Ostrum confirmed this to Windows Central in an interview on the sidelines of Snapdragon Summit 2026.

Ostrum stated that the new devices meet the hardware requirements for Copilot+ but will not carry the branding. The decision reflects a shift in Microsoft's strategy as it reassesses its AI branding efforts. The Copilot+ brand was introduced to highlight devices with advanced AI capabilities, but it failed to resonate with consumers.

Microsoft's pivot comes as it focuses on integrating AI features more seamlessly across its product line without the controversial branding.