Framework has been on a steady rise since it introduced the original 13-inch Framework Laptop 13 in 2021, and its momentum is only getting stronger as it expands into more regions and rolls out new products. The company’s latest release, the Framework Laptop 13 Pro, is positioned as a premium productivity machine and is being framed as a potential MacBook Pro-style alternative for users who prefer Linux.
What continues to set Framework apart in the crowded laptop market is its core promise: laptops that are easy to customize, upgrade, and repair. In an era where many notebooks are increasingly sealed shut and difficult to service, Framework’s modular approach has helped it stand out with tech enthusiasts, DIY-minded buyers, and anyone tired of replacing an entire laptop just to fix or upgrade one component.
That growing visibility may also be attracting attention from major PC brands. Framework recently claimed that whenever it works with an influencer on X, Dell responds by sending that influencer an XPS laptop. The statement quickly gained traction, racking up hundreds of thousands of views and sparking a wave of jokes from people asking Framework to “engage” with them in hopes of receiving a free XPS from Dell.
While it’s unclear how widespread or systematic this is, the claim highlights something important: established laptop makers are starting to view Framework as a real competitor worth reacting to. Framework is still a smaller player and has a long road ahead before it can compete at the same level as the biggest names in PC hardware. But even the perception that a market leader would try to counter Framework’s influencer marketing suggests that Framework’s brand awareness is rising.
The timing also matters. Competition across the laptop industry is getting even more intense, especially with new high-profile notebooks putting pressure on traditional Windows laptop makers. When a major new laptop line starts pulling attention and market share away from the usual leaders, every existing brand feels the squeeze—making it more likely they’ll fight harder to defend their position.
Ultimately, Framework’s long-term success won’t hinge on social media drama. It will depend on execution: delivering well-built laptops, improving each generation, keeping parts available, and making upgrades and repairs as straightforward as promised. If the Framework Laptop 13 Pro continues that trend and future launches refine the formula even further, Framework could become far more than a niche favorite—and a serious option for mainstream buyers looking for a repairable, upgradeable, premium laptop.
