Copilot+ PCs struggle to gain traction despite AI hype

Premium price and uncertain proposition holds back adoption

Despite premium features, the Copilot+ PC segment hasn’t taken off.

Microsoft was one of the first PC makers to bring AI to PCs last year, when the AI craze was at a crescendo.

Known widely as Microsoft Copilot+ PCs, they were marketed as the future of AI-powered computing and, as a result, filled headlines even before they hit the market.

However, despite their advanced features and premium positioning, Copilot+ PCs are understood to be facing a lukewarm reception in the market.

Recent data from analyst firm Context shows that only 5% of AI-enabled laptops sold in Europe during Q4 2024 came from the Copilot+ category, despite a 32% rise in AI PC adoption during the same period.

Why customers are hesitant

Copilot+ PCs’ steep price tag, 57% higher than the average cost of a notebook in Europe seems to be a major stumbling block, the analyst firm suggests.

For context, the average price of a Copilot+ PC stood at €1,120 compared to €712 for standard laptops.

Microsoft had hoped that its Copilot+ PCs, equipped with neural processing units (NPUs) for enhanced AI workloads, would rival Apple’s M4-powered MacBook Pro in performance and efficiency. However, even a 10% price cut in late 2024 failed to stimulate demand.

Marie-Christine Pygott, a senior analyst at Context, explained that while manufacturers are embedding AI functionality into more devices, consumers aren’t actively seeking these features yet.

“The value is not clear to users,” she notes. Businesses are also cautious and view the lack of standardised AI software compatibility as a risk.

Nonetheless, industry experts remain optimistic about the long-term prospects of AI PCs. Gartner predicts that by 2026, most laptops sold will feature embedded AI capabilities. However, for now, the high cost and lack of compelling use cases continue to hold back adoption.