Despite 40% of laptops sold in Europe featuring AI capabilities in Q4, only 5% of those were Copilot+ models, highlighting weak consumer interest. The high prices, coupled with unclear software compatibility and benefits, deter buyers. Analysts forecast that while AI PCs are becoming a standard, many consumers are not actively seeking these features. Microsoft's Copilot+ was launched to compete with Apple in performance and pricing but has since struggled, with sales lagging due to a significant price premium over traditional models during a time when consumers have less disposable income.
Microsoft's intention for the initial launch was to pit the machines against Apple Macs "in terms of performance and efficiency," Pygott told The Register, "and they were launched to play in the same price range as Apple."
Consumers are hardly lining up to get a piece of the action, says Context, and some businesses see buying an AI PC as risky because there is no AI standard for software to work.
Manufacturers are embedding AI functionality into more devices, making AI PCs an inevitability rather than a choice for many buyers," said Marie-Christine Pygott, senior analyst at Context. "But this doesn't mean consumers are actively seeking these features.
Distributor data confirms that Copilot+ PCs were priced 57 percent higher than the average price of a notebook across Europe in the final three months of last year.
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