This week Microsoft provided our first peek at the future of Cortana. And only one thing is clear: This brand needs to die. It’s just pointless.

And please don’t misunderstand. This isn’t like the situation with the Universal Windows Platform (UWP), where Microsoft privately communicated its intentions with the press at Build 2019 and then I just reported what it said. This one is just my opinion. In public, Microsoft has continued to claim that Cortana---as a brand, a technology, or a feature---really does have a future.