Microsoft drops Copilot+ branding from its new laptops (www.tomshardware.com)

Microsoft has officially phased out its Copilot+ branding for new laptops, which was introduced in 2024 to highlight devices equipped with local AI capabilities and NPUs meeting a minimum performance threshold of 40 TOPS. The decision, confirmed by Brett Ostrum, CVP of Microsoft Surface, comes just two years after the branding's launch, amid poor sales and shifting market dynamics. Although devices adhered to the previous Copilot+ standards, Microsoft is now integrating AI features more broadly across its product lineup, enhancing Windows 11 performance and compatibility with lower RAM configurations. The significance of abandoning the Copilot+ brand lies in the competitive landscape: many modern processors now include NPUs capable of meeting the previously stringent requirements, diminishing the need for a separate branding distinction. Additionally, the ongoing memory chip shortage has impacted RAM availability, influencing Microsoft's decision to lower its minimum RAM recommendations. Despite this move away from the Copilot+ label, Microsoft remains committed to developing AI features under the Copilot umbrella, suggesting that users will continue to see AI enhancements without the Copilot+ nomenclature. This pivot reflects broader trends in the AI and tech industry, where consumer demand favors flexibility and integration over niche branding.