3 reasons why companies rely too much on the performance of Copilot+

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Key findings

  • Copilot+ is not yet fully developed; without recall it is still an immature tool.
  • Snapdragon hardware can handle much more than just AI, and Windows on Arm apps are getting better every month.
  • Manufacturers should highlight areas where their Copilot+ machines can shine outside of AI and focus on the versatile Snapdragon chip.



IFA has now ended, but all the news announced during the event is still circulating on the internet. I can't deny that companies really did their best during the event. Our team at the event spotted some really cool products like Dark Project and the Acer laptop with a touchpad that turns into a controller.

We've also seen the new waves of Snapdragon devices, all of which were touted primarily as Copilot+ devices. However, as I went through the press releases, I noticed that the companies were really, really putting a lot of emphasis on Copilot+'s AI capabilities. It was marketed as a miracle cure, with the companies claiming that the extra AI power would increase productivity without really explaining why or how. So here you see the companies putting a little too much emphasis on Copilot+.



1 Copilot+ is not yet fully developed

Still an immature tool

I can't blame the manufacturers entirely for this. Microsoft has probably given them a roadmap of what to expect and when their products should be released, and the Redmond giant has stated that it will support them with Copilot+ features to help sell the devices.

Manufacturers came up with their Copilot+ compatible devices, and Microsoft… well, it managed to something, at least. They have AI-generated live captions for everything, which is great for those with accessibility needs. Plus, Cocreator lets you generate images in Paint, which is handy.


But the real highlight, Recall, is nowhere to be seen. This feature was supposed to be released alongside Copilot+, but Microsoft ran into two problems. First, people were concerned about their privacy around a feature that regularly took screenshots of their desktops. And just as Microsoft was about to calm everyone down and assure them that their data was safe, someone proved that Recall was storing plaintext records of everything you did on your PC.

Microsoft had to pull the feature and Recall is currently in the testing branch of Windows, so manufacturers have to sell devices with only some of the features ready to use.

Don't forget third-party support

The Luminar Neo Copilot+ announcement

Photo credit: Skylum

OK, so we have a whole wave of laptops and wearables that don't have all of the Copilot+ features yet. Thankfully, Snapdragon devices can do a lot more than just process Microsoft's AI. In fact, they can process everyone else's too.


There are a number of third-party apps that can leverage the power of Copilot+, so why not promote them? Rather than settling for what Microsoft has to offer and the extra tools the manufacturer has added, why not put some third-party apps and their AI capabilities in the spotlight? People love the video editor DaVinci Resolve, and it's getting some new AI tools that can run on local hardware, so why not show them off? Granted, it's not the manufacturer's own tools that are being promoted, but it's still a good way to fill the sizeable gap in the Copilot+ lineup left by the recall.

3 Snapdragon hardware can do much more than just AI

And it seems like it is getting better every month


The final issue is that some people just don't care about AI. And that's completely valid. Companies shouldn't push AI features on these consumers until they like them, because there's no guarantee they ever will. Instead, it's best to also highlight the areas where a Copilot+ machine can shine outside of AI.

So what's left when you remove the Copilot+ from a Copilot+ device? It turns out you have some pretty excellent hardware that doesn't need AI to shine. That's all thanks to the Snapdragon chip that powers the Copilot+ features and is still a solid CPU in its own right.


Our editor-in-chief Rich Woods has had the Surface Laptop 7 15 in his tech-savvy hands for some time now. In his review of the Surface Laptop 7 and subsequent conversations with him about it over the past few weeks, he always says that he uses it primarily as a Windows-on-Arm device. And who can blame him? Month after month, we see more third-party developers adapting their software to the faster Arm architecture, to the point where we can finally say that Windows-on-Arm has finally reached its peak. For Rich, the Copilot+ side of his Snapdragon devices is more of a novelty than a flagship feature.

So, yes, these devices can and will run Copilot+ processes. But they can also run Windows on Arm apps with a catalog that is updated every month. That alone is something to cheer about.

The best thing about Copilot+ devices is not Copilot+

On their own, Copilot+ devices are a solid choice. They are great for handling AI processes if you are a fan of them, and even if not, they are lightning fast. I just think that trying to market these devices primarily as Copilot+ devices is not going to convince people to buy them. Instead, manufacturers should market what different the devices can act as if Copilot+ is a secondary feature and not the main attraction. Until then, companies will continue to jump hard on the Copilot+ bandwagon, even if it isn't very enticing.


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