Microsoft has been calling Copilot the name and style of its AI assistant and other AI services for over a year now, but it appears the company is embarking on a rebranding project with transparent origins. For references shared on While the central positioning of AI in the operating system is certainly no surprise, the name is either a deliberate attempt to leverage Apple’s “Apple Intelligence” branding or the biggest coincidence since Mark Zuckerberg started a company with the same name as Apple’s digital yearbook Harvard.
Of course, you can’t copyright the term Intelligence, but the potential decision to go along with Apple’s branding choice suggests Microsoft sees it as a way to get the idea of an AI-powered operating system into the minds of customers. Microsoft has used Windows Intelligence as a term before, but it’s mostly been used for cybersecurity upgrades. And to be fair, it’s not just any name. Microsoft wants AI, regardless of the name, to be baked into everything it offers, including core Windows features like Notepad and the entire Microsoft 365 suite. Windows Intelligence could replace Copilot, making the AI Assistant a product of Windows Intelligence rather than an independent tool.
Co-pilot at your side
Capitalizing on Apple’s branding is an odd choice for competitors, but it’s happened before. In fact, Apple is often the target, thanks to its own marketing success. Think of all the products with “i” as the first letter or “pod” somewhere in the name.
https://www.techradar.com/computing/artificial-intelligence/microsofts-ai-copilot-makeover-lets-it-see-and-speak