The frame has proven that repairable laptops can work, but almost no one wants to buy them

The right-to-repair movement isn’t new, but if you think about a consumer-oriented brand selling modular or repairable (or both) devices, the trend is pretty new. Framework’s modular laptops lead the PC industry when it comes to protecting people’s right to repair. From the original Frame notebook 13 The company has come a long way in a short time, leading up to the recently announced Laptop 13 Pro in 2021. Providing consumers with configurable 12-inch, 13-inch and 16-inch models, Framework has made modularity, repairability and durability the cornerstones of its products. Today, you can buy a Framework laptop with a Core Ultra Series 3 or Ryzen AI 300 chip with up to 64GB of RAM and 8TB of storage, and even a model with RTX 5070 graphics.

Despite everything, the industry has not paid much attention to the Framework. The company still commands only a tiny fraction of the global market share, repairable laptops haven’t exploded in any serious way, and the average consumer hasn’t gravitated towards a Framework laptop. Purchasing decisions still value price, simplicity, and compact designs over modular improvements and long-term value. Sure, repair enthusiasts have bought hundreds of thousands of Framework laptops, but the brand is still a niche startup. It’s certainly brought repairability back into the conversation, but it needs more before most consumers and the industry in general start paying serious attention.

The framework solved a major engineering problem around repairable laptops

The company’s POC has evolved over the past 5 years

For years, laptop companies have convinced consumers that laptops are simply impossible to repair. Although some commercial models and DIY projects have appeared in the last 10-12 years, modularity and repairability have decreased common. You only have to look at solder memory to see where the industry is headed. Framework Computer is a young company, founded in 2020 and launched its first product, the Laptop 13, in 2021, just five years ago. In this short period of time, Framework has already shown that repairable laptops are not mutually exclusive with high-performance CPUs and GPUs, premium designs and interesting form factors. All of its laptops feature not only modular storage and memory, but also upgradeable motherboards, displays, batteries, speakers, ports, and more. In fact, you can also swap out custom GPUs, keyboards, and touchpads on the Laptop 16.

When you configure and buy a Frame Notebook, you’re actually getting a motherboard with a soldered CPU, keyboard, touchpad, RAM, SSD, and ports that you can assemble yourself in about 20 minutes with a screwdriver. When something breaks or you want to upgrade to a newer CPU, more powerful GPU, or bigger SSD, you can purchase replacements from Framework for easy upgrades. The initial price of a typical Framework laptop is naturally higher than an equivalent model from one of the better-known brands, but you can save more in the long run by replacing components instead of buying a whole new laptop. This is the logic on which Framework clients are sold.

But Framework’s market share remains negligible

Despite all the success the framework has had in the community, it’s not even a blip on the radar of names like Apple, Dell, HP, Lenovo, Asus and others. It’s still a niche startup making repairable laptops for enthusiasts and people who really care about modularity and upgradeability. The unfortunate truth is that the average consumer does not prefer the same over everything else. They value a laptop that stands out for its value for money, compact design, battery life and brand familiarity. Most people you know will think about the upfront cost of the laptop instead of the future savings that Framework promises consumers. The value proposition in gaming is harder to sell to the average laptop buyer.

Then there’s the economics of repairing your laptop versus buying a new one. In the budget and entry-level segments, the Framework’s upgradeable modules can be quite expensive compared to buying a new entry-level or budget device instead. The company’s durable and user-friendly model is really great, but when most people spend their hard-earned money on a laptop, the first thing they think about is the price. They are more inclined towards cheaper alternatives that offer the same basic configuration. These alternatives apply to brands with large marketing budgets and who can reserve dedicated shelf space at Best Buy, Walmart, and Micro Center.

The Framework model works great for consumers who want to avoid e-waste and are sure to upgrade their laptop in a few years. For everyone else, the initial affordability and simplicity still prevails. Framework announcement The fact that Linux units outsell Windows models shows that its target consumers are quite different from those who make up the vast majority of global laptop sales.

The success of the frame is the gain in repairability, but the industry is still ignorant

Widespread change will take years, and the Framework needs to stay in play

Framework did what no other manufacturer wanted to do: produced truly modular and repairable laptops for the masses. However, the bottom line is that most people say they want repairable laptops, but they don’t factor the same into their purchasing decisions. Today, the Framework probably accounts for less than 1% of laptop sales worldwide, while the industry continues to move forward. soldered, closed designs which consumers cannot upgrade or repair. The framework has restarted talks around possible consumer machines with modular components, but the larger consumer base, as well as the industry, has yet to be considered.

Over time, manufacturers and consumers may have to radically change their approach, especially if Framework can convince consumers of long-term value in lower price segments. The right to repair is not lost; this is rising along with more legislation in every major economy around the world. Companies like Framework are at the forefront of this movement, and we need more of them. Consumers, however, will always gravitate toward initial value rather than noble intentions and long-term savings. Once Framework is able to deliver a more compelling value proposition to the average consumer, its footprint will begin to grow meaningfully.

Repairable laptops are nice, but consumers don’t vote with their wallets

Framework’s modular notebooks are a hit with the consumer crowd, but have failed to capture significant market share after five years of existence. Their repairable laptops are in high demand today, but the average consumer will have to believe in the long-term value before doing so. Regulators are doing their best, but the larger industry will only change course if there is real demand for modular machines.