According to TechRadar , the Copilot+ line of computers is being discounted by an average of 10% in Europe during this period, but it still does not generate significant growth. In fact, PC sales in Europe in Q4 2024 grew by 7% compared to the same period last year, thanks in part to the strong growth of AI-enabled computers. The adoption rate of AI-integrated laptops increased from 22% to 32% compared to Q3. However, the Copilot+ PC line - which requires a neural processing unit (NPU - a processor for AI tasks) of at least 40 TOPS - only grew from 3% to 5%, a disappointing figure compared to expectations.
The two biggest problems Microsoft faces are the high launch price and the lack of consumer awareness of the value of AI. The Copilot+ PCs are still high-end, but many users don’t fully understand how AI can change their computing experience.
Copilot+ PC with integrated NPU with minimum 40 TOPS AI performance promises high performance but still faces challenges in price and user perception
Microsoft has attempted to address the pricing issue by expanding its price points. More affordable Snapdragon X-based models have been introduced, with the Snapdragon X Plus in September 2024 bringing devices to around $800. Then, at CES 2025, Microsoft announced the standard Snapdragon X, bringing the Copilot+ down to $600, and possibly even lower during major discounts.
The positive point is that despite the price reduction, these models still retain the powerful NPU, ensuring AI features equivalent to high-end lines. This is an important step to attract users and is expected to boost sales in 2025.
Beyond the price, helping users better understand the benefits of AI remains a challenge. This requires Microsoft to improve the AI features in Windows 11, especially those exclusive to Copilot+ PCs like Recall, which is still in beta.
However, if Microsoft does not quickly change user perceptions, the Copilot+ PC line risks being perceived as lacking clear value, negatively affecting the product's reputation.
There are some positive signs, though. Microsoft’s new Surface devices have been well received by the tech world, while Asus’ Copilot+ PCs have also impressed at CES 2025. But to really convince users, Microsoft needs to prove that AI is not just a side feature but an essential element that brings real value in everyday use.
Source: https://thanhnien.vn/microsoft-gap-kho-khan-voi-doanh-so-copilot-pc-185250116083825386.htm
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