Framework focuses on creating modular laptops that prioritize sustainability and repairability. Their main products, the Framework Laptop 13 and Laptop 16, allow users to upgrade and customize components as technology evolves or personal needs change. This design counters the trend of disposable electronics by extending the lifespan of laptops and minimizing electronic waste. Unlike traditional laptops that require complete replacement, Framework's approach enables customers to simply replace or upgrade parts, which can save money and reduce environmental impact. The company also offers competitive pricing on older models to encourage customers to remain within their ecosystem. Targeting consumers who appreciate sustainability and customization, Framework has garnered positive attention from tech influencers and media, highlighting a growing interest in their products.