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This new category not only boosts Microsoft’s ventures but also positions it to compete directly with AI-led advancements from tech giants such as Alphabet and Apple. During an event at Microsoft’s campus in Redmond, Washington, CEO Satya Nadella unveiled the Copilot+ PCs. These computers, developed in collaboration with manufacturers like Acer and Asustek Computer, align with Microsoft’s stock prices reaching near all-time highs amid Wall Street’s expectations that AI will significantly boost earnings for major tech firms.
These PCs are engineered to manage a greater share of AI tasks locally, reducing reliance on cloud data centres. Priced from $1,000, the devices are slated to begin shipping on June 18. The lineup includes laptops from established manufacturers such as Dell Technologies, HP, and Samsung Electronics, complemented by two models from Microsoft itself.
Technical innovations and product range
The Surface Laptop, Microsoft’s inaugural Copilot+ device, features a Qualcomm Snapdragon X series system-on-chip. This chip includes a built-in AI accelerator capable of delivering up to 45 tera operations per second (TOPS) of computing power. Available in 13.5-inch and 15-inch models, these laptops offer up to 64 gigabytes of RAM and 1 terabyte of flash storage.
Joining the Surface Laptop is the new Copilot+ version of the Surface Pro, a versatile two-in-one PC. This 10.6-inch tablet converts into a laptop with a detachable keyboard, known as the Flex Keyboard, which also functions as a wireless connector and stylus charger for the Surface Pro.
Both the Surface Laptop and Surface Pro are equipped with the Snapdragon X processor, available with up to 32 gigabytes of RAM and one terabyte of storage. The high-end models feature an OLED display, enhancing visual quality significantly.
A distinctive feature of the Copilot+ series is “Recall,” which allows the device to log all user activities—from web browsing to voice chats—and store this data locally. This functionality creates a searchable history that users can access to revisit past activities, even months later.
Yusuf Mehdi, head of consumer marketing at Microsoft, announced at the press event that the company anticipates selling 50 million AI PCs in the coming year. He emphasised that the enhanced capabilities of AI assistants, now operating directly on these PCs, will make a compelling case for consumers considering upgrades.
Despite a 15% decline in global PC shipments last year, according to Gartner, Microsoft is optimistic about the potential market share for its Copilot+ PCs.
Analyst Ben Bajarin from Creative Strategies remarked: “People just need to be convinced that the device experience alone justifies this entirely new category of Copilot+ machines.”
Echoing Intel’s 2011 strategy with the “Ultrabook,” which aimed to compete against Apple’s MacBook Air, Microsoft’s introduction of the “Copilot+” category is poised to redefine the slim-form Windows laptop market.
Microsoft also revealed that GPT-4o, the latest advancement from OpenAI’s ChatGPT, will soon be integrated into Copilot. Additionally, the new series of Surface Pro tablets and Surface Laptops will incorporate Qualcomm chips based on Arm Holdings’ designs, utilising the innovative Prism technology to adapt software originally designed for Intel and AMD processors for use on Arm-based systems.
At a recent demonstration, Microsoft showcased how its new devices, running Adobe photo editing software, outperformed an Apple device, just weeks after Apple introduced a new AI-focused chip expected to enhance future laptops.
Challenges and opportunities in the evolving PC market
Facing strong competition in the traditional PC market, Microsoft continues to lead in integrating the latest AI trends into consumer products. This strategic initiative, fueled by its partnership with OpenAI, aims to secure a leadership position in the fiercely competitive AI industry, challenging rivals like Alphabet.
Just last week, both OpenAI and Alphabet’s Google introduced new AI technologies that support real-time, voice-responsive interactions, establishing new benchmarks for AI voice assistants. Meanwhile, Windows PC manufacturers are contending with increased pressure from Apple, whose custom Arm-based chips have set new standards in battery life and performance.
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