With the launch of Copilot+ by Microsoft, the last few months turned into fierce competition among PC manufacturers. Initially in this scenario, Qualcomm was at an advantage, however, soon AMD and Intel introduced their own Copilot+ PCs, chipping away at that lead.
AMD has the upper hand over Intel as it offers a wide range of compatible products, while Intel has only focused on the high-end market. As a result, Qualcomm has experienced a decline in its design wins and the laptop PC landscape has started to shift in favor of AMD. However, Intel still holds the overall dominance.
Microsoft rushed to release Copilot+ for PCs with two main components. The first was Cocreator which is a spin-odd of Dall-E and could have been quite useful. The second was Recall which is an automatic indexing tool aiming to help users locate elusive files.
However, Microsoft mismanaged the placing of Recall and later had to retract it. Cocreator proved to be less engaging when used on a laptop instead of a desktop or a workstation where graphic work is generally done.
For some time, Qualcomm was the only provider of Copilot+ PCs. Enthusiasm for Copilot+ was quite good and by the time Office started to highlight its AI features, AMD and Intel already brought their compatible PCs.
Unfortunately, the brand recognition of Qualcomm in the PC market lagged behind AMD and Intel. In addition to this, products of Qualcomm faced compatibility issues that represented them as largely unsuitable for large enterprises, offering significant sales beyond initial trials.
A strong marketing effort was required to convince the users of the benefits of running Copilot+ locally, however, the campaign never took place. This left AI PCs as a project which is mainly for AMD and Intel with Qualcomm increasingly pushed to the sidelines.
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