Microsoft stops insisting you need a “Copilot+ PC”

微软不再执着于推销“Copilot+ PC”

Since 2024, Microsoft has tried to sell “Copilot+ PC.” The marketing initiative was aimed at making it easy for people to know which Windows systems were approved to run AI-accelerated workloads locally. But Copilot+ PC branding is nowhere to be found on the new Surface PCs Microsoft announced this week.

自 2024 年以来，微软一直试图推广“Copilot+ PC”。这一营销计划旨在让用户能够轻松识别哪些 Windows 系统获准在本地运行 AI 加速工作负载。然而，在本周微软发布的新款 Surface 电脑上，却完全不见“Copilot+ PC”的品牌标识。

Speaking with Windows Central, Brett Ostrum, corporate VP of Surface, said that the new Surface computers “are not called Copilot+ PCs” despite meeting the label’s requirements. “They do meet all the requirements of our previous bar for what Copilot+ devices are. We still lean into the narrative around AI on the edge and being able to have a hybrid solution out there,” he said.

Surface 企业副总裁 Brett Ostrum 在接受 Windows Central 采访时表示，新款 Surface 电脑尽管符合该标签的要求，但“并不被称为 Copilot+ PC”。他说道：“它们确实满足了我们之前设定的 Copilot+ 设备的所有标准。我们依然倾向于强调边缘 AI 的理念，并致力于提供混合解决方案。”

Copilot+ PCs require 16GB of RAM, 256GB of storage, and an integrated neural processing unit (NPU) with performance rated at 40 trillion operations per second (TOPS) or better. The Surface Pro 12-inch (2nd Edition) and Surface Laptop 13-inch (2nd Edition), coming out on October 13, both run Qualcomm Snapdragon X2 Plus processors and have a Qualcomm Hexagon NPU rated at 80 TOPS.

Copilot+ PC 要求具备 16GB 内存、256GB 存储空间，以及性能达到每秒 40 万亿次运算（TOPS）或以上的集成神经网络处理单元（NPU）。将于 10 月 13 日上市的 12 英寸 Surface Pro（第二代）和 13 英寸 Surface Laptop（第二代）均搭载高通骁龙 X2 Plus 处理器，并配备了性能高达 80 TOPS 的高通 Hexagon NPU。

“[T]he purpose for Copilot+ PCs was to be able to deliver [NPU] experience,” Kedar Kondap, SVP of compute at Qualcomm, told Windows Central. “So, it was to define a certain category of devices with a certain bar and metric, like, for example, a 45 TOPS NPU. … So from that perspective, it’s more offering the same experiences, probably without just using [Copilot+ PC] terminology now.”

高通计算业务高级副总裁 Kedar Kondap 对 Windows Central 表示：“Copilot+ PC 的初衷是为了提供（NPU）体验。因此，它是为了定义某一类具有特定标准和指标的设备，例如 45 TOPS 的 NPU……从这个角度来看，它更多是在提供相同的体验，只是现在可能不再使用‘Copilot+ PC’这个术语了。”

AI PCs are old news

AI PC 已成旧闻

Copilot+ PCs are “a class of AI PCs and laptops” that represent “the fastest, most intelligent Windows PCs ever,” according to a Microsoft marketing page that was up as recently as May, per Internet Archive’s Wayback Machine. That Copilot+ PCs landing page, however, now redirects to a page for “performance PCs” that still names “Copilot+ PCs” but features the label far less prominently.

根据互联网档案库（Internet Archive）的 Wayback Machine 显示，微软的一个营销页面在今年 5 月时还宣称，Copilot+ PC 是“一类 AI PC 和笔记本电脑”，代表着“有史以来最快、最智能的 Windows 电脑”。然而，该 Copilot+ PC 的着陆页现在已重定向至一个“高性能 PC”页面，虽然仍提到了“Copilot+ PC”，但该标签的显眼程度已大打折扣。

There are numerous reasons why Microsoft may be shying away from Copilot+ PC branding. One is the fact that the label was marred by the alarming, persistent security risks that accompanied its Recall feature, which remains concerning among privacy advocates. Further, the Copilot+ PC marketing campaign may have served its purpose. It helped push the idea of “AI PCs” as the world’s expectations for generative AI reached new heights. The PC program also gave people a reason to think they needed a new computer, just as the PC industry was experiencing a post-COVID sales lull.

微软可能正在淡化 Copilot+ PC 品牌的原因有很多。其中之一是该标签因其 Recall 功能所带来的令人担忧且持续存在的安全风险而蒙上阴影，这至今仍令隐私倡导者感到不安。此外，Copilot+ PC 的营销活动可能已经完成了它的使命。它在生成式 AI 全球预期达到新高度之际，成功推动了“AI PC”的概念。在 PC 行业经历疫情后销售低迷期时，这一计划也给了人们购买新电脑的理由。

In October 2024, Microsoft CEO Satya Nadella said Copilot+ PCs were “winning new customers.” In January 2025, he said that Copilot+ PCs represented 15 percent of premium laptop sales in the US during the holiday season. Two years later, the idea of AI PCs is fading.

2024 年 10 月，微软首席执行官萨提亚·纳德拉（Satya Nadella）曾表示 Copilot+ PC 正在“赢得新客户”。2025 年 1 月，他称 Copilot+ PC 在假日季期间占美国高端笔记本电脑销量的 15%。两年过去了，AI PC 的热度正在消退。

PC manufacturers already had trouble pushing the AI PC message before the RAM shortage complicated things further, Jitesh Ubrani, research manager for worldwide mobile device trackers at IDC, told Ars Technica in January. “General interest in AI PCs has been wavering for a while, since cloud-based options are widely available and the use cases for on-device AI have been limited. This indifference (between on-device and cloud-based) from a demand perspective might work in favor of PC OEMs, as they don’t need to provide large amounts of RAM,” he added.

IDC 全球移动设备追踪研究经理 Jitesh Ubrani 在 1 月份告诉 Ars Technica，在内存短缺使情况进一步复杂化之前，PC 制造商在推广 AI PC 的理念时就已经遇到了困难。他补充道：“由于基于云的选项广泛可用，且端侧 AI 的使用场景有限，人们对 AI PC 的普遍兴趣已经动摇了一段时间。从需求角度来看，这种（对端侧与云端 AI 的）漠不关心可能对 PC 原始设备制造商（OEM）有利，因为他们不需要提供大容量内存。”

More evidence of waning AI PC interest comes from Dell, which this year killed the laptop branding that it released in 2025. Dell’s 2026 laptop lineup makes minimal mention of AI PCs, which is starkly different from 2025.

AI PC 热度减退的另一个证据来自戴尔，该公司今年取消了 2025 年发布的笔记本电脑品牌。戴尔 2026 年的笔记本电脑产品线几乎没有提及 AI PC，这与 2025 年形成了鲜明对比。

Another reason that Microsoft could be putting Copilot+ PC marketing on the back burner is Nvidia’s incoming RTX Spark laptop GPUs. Microsoft has already confirmed it’s releasing a “Surface Laptop Ultra” with RTX Spark this fall. The use of RTX Spark may end up taking marketing precedence over the idea of PCs that run Copilot well, which have now been around for years.

微软将 Copilot+ PC 营销搁置的另一个原因可能是英伟达即将推出的 RTX Spark 笔记本电脑 GPU。微软已确认将于今年秋季发布搭载 RTX Spark 的“Surface Laptop Ultra”。RTX Spark 的使用最终可能会在营销优先级上超过“运行 Copilot 表现良好”的 PC 这一概念，毕竟后者已经存在多年了。