Microsoft’s week of change: Surface Pro and Laptop refreshes, Copilot+ branding quietly retired, and a major AI strategy shift across Windows

It's been a busy week for Microsoft. Despite having a Windows and Surface event scheduled two weeks from now, the company announced two new Surface PCs and revived the Surface Mouse. Microsoft also effectively cut the legs out from under the Copilot+ PC brand by confirming the new Surface Pro 12-inch and Surface Laptop 13-inch are not Copilot+ PCs.

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Microsoft refreshes Surface Pro 12-inch and Surface Laptop 13-inch

The company is launching its new "entry premium" Surface Pro and Surface Laptop, both starting at over $1,000.

Copilot+ PC branding is gone — and Microsoft isn’t saying much

In a new interview, Microsoft Surface CVP confirms that its new Surface PCs are no longer called Copilot+ PCs, but will still support all Copilot+ features.

Surface feels more fragmented than ever after Microsoft's latest refresh

Microsoft just announced new Surface hardware weeks before a Surface event, leaving even less to discuss in October.

Microsoft revives the Surface Mouse with a fresh design and haptics

The redesigned Surface Mouse is launching later this month with a soft-touch finish, tactile-yet-quiet buttons, and more.

Microsoft confirmed that its new Surface Pro 12-inch and Surface Laptop 13-inch will not be called Copilot+ PCs. Not because they fail to meet the requirements — both PCs have the specs to otherwise qualify — but because Microsoft is going in a different direction.

I think we may hear more about Microsoft’s plans and rebranding at the Windows and Surface event next month, but for now we just have confirmation the new Surface devices are not called Copilot+ PCs.

The Copilot+ PC brand was doomed to fail. Microsoft failed to make it clear to customers what made Copilot+ PCs special, and the flagship Recall was a disaster.

Many people were confused about the difference between a Copilot+ PC and an AI PC. And several major manufacturers made it clear that labeling a device as a Copilot+ PC was not a priority.

Too many Copilots

Microsoft put too many eggs in the same basket with Copilot. The company has dozens of products with Copilot in their names. Even the Microsoft 365 app had Copilot forced into its name.

By bundling so many different products and services under the Copilot name, Microsoft tied the success (or failure) of a large part of its portfolio together.

Look online for reactions to the Copilot+ PC brand being phased out and you’ll see people discussing the Copilot app, the Copilot key, Microsoft 365 Copilot, and other Copilot-branded products. And who can blame them? It’s natural to assume the end of Copilot+ PCs means the end of at least some parts of Copilot.

But the opposite is true. In the same week it confirmed its Surface PCs are not Copilot+ PCs, Microsoft announced a massive overhaul of the Copilot platform. Microsoft CEO Satya Nadella called it a new OS, though I’m not sure what that really means in this case.

Ultimately, Microsoft fell in love with the term Copilot and tried to attach it to too many products and services. We’ve seen similar mistakes, such as Facebook going all in on the Metaverse.

Copilot+ PCs are gone or being phased out, but Copilot as an “OS” is just beginning. Microsoft will need to do some damage control and get a marketing message out to make it clear those facts aren’t in opposition.

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