Alongside Recall, Microsoft floated Copilot+ PCs in May 2024: laptops with NPUs rated above 40 TOPS and a new badge that says AI is a hardware feature, not only a website.
What the badge claims
Local inference for snappy features, quieter clouds for some tasks, a reason to refresh machines that still run spreadsheets fine. Sale timing pointed toward mid June hardware.
New class or new sticker?
If NPU apps become daily defaults, AI PC sticks. If the badge is mostly marketing around the same Intel/AMD cycles, it joins a graveyard of laptop sub-brands.
Microsoft needs a story as Windows ages. Copilot+ is that story. Whether users feel it is another question, already teased in the wider AI PC conversation and the push for local models.
OEMs needed a reason to make 2024 laptops exciting again. Microsoft handed them a logo and a TOPS number. Shoppers got a checklist item they may never verify.
The next year of apps will decide if Copilot+ was infrastructure or packaging. Hardware badges always start loud.
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