Microsoft and its network of PC manufacturers have reduced the prices of their AI-enhanced Copilot+ laptops in Europe, aiming to stimulate interest during the final quarter of 2024. However, while sales saw some improvement, the strategy failed to generate the expected breakthrough in adoption rates. This highlights ongoing challenges in convincing buyers of the value proposition of these next-generation devices.
According to market intelligence firm Context, the average distributor sale price for Copilot+ laptops dropped by approximately 10 percent in November compared to October. Marie-Christine Pygott, Senior Analyst at Context, noted that the price reductions did help boost interest but were not enough to meet expectations.
“While price reductions helped stimulate some interest in Q4, the value proposition of these devices still needs to be communicated more effectively to users,” Pygott said.
She further emphasized that as the concept of AI PCs matures and awareness grows, adoption rates are likely to increase in 2025, especially as manufacturers address a wider range of price points.
AI PC Sales: Growth Still Lagging Behind Expectations
Context’s data reveals that AI-capable PC adoption in Europe rose from 22 percent in Q3 to 32 percent in Q4 of 2024. This increase, while notable, still fell short of industry predictions, which estimated AI-capable PCs would make up over 40 percent of the market by 2025.
Within the AI-capable PC segment, Copilot+ PCs saw only a marginal increase in market share, rising from 3 percent to 5 percent during the same period. Despite Microsoft’s significant investment in AI development, the uptake of these devices remains slower than anticipated.
Understanding Copilot+ PCs and AI-Capable Systems
Copilot+ PCs represent Microsoft’s branding for high-performance AI laptops equipped with neural processing units (NPUs) capable of delivering at least 40 TOPS (trillions of operations per second) for AI tasks. These NPUs are designed to accelerate AI-specific operations, offering faster performance for applications like voice recognition, real-time language translation, and predictive analytics.
However, Gartner Research Director Ranjit Atwal suggests that the pricing of these premium devices is a significant barrier.
“Vendors are pushing AI PCs with a premium,” Atwal said. “Businesses want to move to AI PCs but are waiting for an AI platform that will provide the most future-proofing. Something will have to give in 2025, and I think it’s AI pricing.”
European Market Shows Modest Growth
The European PC market overall experienced modest revenue growth in the lead-up to Christmas. Revenue from laptops, desktops, and tablets rose by 7 percent year-over-year in December 2024, showing some recovery in consumer interest.
While these figures suggest a rebound in the broader PC market, AI-capable systems, particularly Copilot+ PCs, still lag behind projections. Analysts attribute this to unclear value propositions and limited availability of applications that leverage the AI-specific hardware.
The adoption of AI PCs in the United States is also under pressure, driven by concerns about potential tariffs on technology made in China. President-elect Donald Trump has indicated plans to impose tariffs that could increase the price of laptops for American buyers by as much as 68 percent.
This creates additional challenges for Microsoft, which has been heavily promoting Copilot+ PCs globally. The company is collaborating with software vendors to develop applications that capitalize on NPU capabilities, aiming to make AI-enhanced laptops more appealing to consumers.
Experts believe that for AI PCs to gain widespread adoption, manufacturers will need to improve communication about their benefits. Currently, the advanced capabilities of Copilot+ PCs—such as faster AI processing and enhanced productivity features—are not fully understood by the average consumer.
“These are currently in the premium price range, but their value add is not always clear to users,” Pygott said. “We believe this will change as it becomes clearer to users what these PCs can do, and how the way they use a PC will change with AI, but it will take some time.”
In the European market, Apple’s M-series chip-powered systems lead the AI PC segment, followed by devices from Lenovo and HP. Microsoft’s Surface devices dominate the Copilot+ PC category, but they remain a niche product within the broader AI-capable market.
Looking ahead, Pygott forecasts that adoption of “pure” AI PCs will rise as availability increases and next-generation models are introduced. However, Copilot+ PCs face unique challenges in justifying their premium pricing and differentiating themselves from other AI-capable systems.
The European market’s lukewarm response to Microsoft’s Copilot+ PCs underscores the difficulties in promoting a new class of premium devices. While price cuts and modest sales growth provide some optimism, broader adoption will depend on clearer messaging about the benefits of AI-enhanced systems and more affordable pricing.
As the industry evolves, 2025 will be a critical year for AI PCs. Manufacturers and developers must work together to deliver innovative applications and competitive pricing that resonate with consumers and businesses alike.
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