Microsoft has made Copilot the name and style of its AI assistant and other AI services for more than a year, but it appears the company has a rebranding project underway with transparent origins. For references shared on While AI’s central positioning 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 possible decision to align itself with Apple’s branding choice suggests that Microsoft sees it as a way to put 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 used for cybersecurity upgrades. And to be honest, it’s not just a name. Microsoft wants AI, regardless of name, to be built into everything it offers, including Windows basics like Notepad and the entire Microsoft 365 suite. Windows Intelligence could likely replace Copilot, making the AI Assistant a product of Windows Intelligence rather than an independent tool.
Co-pilot at your side
Taking advantage of 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. Just think of all the products with “i” as the first letter or “pod” somewhere in the name.