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Most major PC vendors are incorporating AI into their products, but not Framework Computer, which is taking a subtle shot at its competitors for all the AI hype.Last month, Framework Computer posted on Twitter/X: “Are we the only laptop maker that doesn’t have an AI landing page?” In response, some people applauded the San Francisco company for bucking the trend, calling the emphasis on AI a distraction. On Wednesday, the upgradable laptop vendor returned with a new tweet touting its marketing strategy. “In case you’re wondering if this is working, May was our highest revenue month since starting Framework,” it wrote.
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The tweets arrive weeks after Microsoft and Qualcomm poured gasoline on the AI fire by pushing a new class of Copilot+ Windows PCs from vendors like Acer, Asus, Dell, HP, and MSI. The trend was on full display at the Computex trade show in Taipei last week, too.The bet on AI is expected to translate into increased PC sales following two years of declining shipments and stagnation. But the jury’s still out on whether forthcoming AI PCs unleash new levels of performance and capabilities, or merely add unnecessary complexity and cost. For example, Microsoft’s Recall feature for Copilot+ received publish backlash for its ability to record all activity on a PC.
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In the meantime, Framework Computer says it’s experiencing sales growth without relying on any AI hype. The company is working through its “largest set of pre-orders ever,” after introducing a fourth-generation Framework Laptop 13 last late month. While announcing it, the company steered clear of touting any AI-related features to focus on its longer battery performance, sharper display, and improved web camera, among other enhancements.
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If Framework ever embraces AI, it’ll be meaningful. “When we make [an AI landing page], it’ll be grounded in reality, like guides on how to set up and run [AI software] Ollama on a Framework Laptop,” the company tweeted last month.
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