Brandwave

How popular isFramework?

In September 2026, people searched for Framework by name about 49,500 times in the United States, an 18.2% decrease from the previous year. These searches made up 3% of all United States laptop brand searches, placing Framework seventh out of 13 brands. When we asked both ChatGPT and Google AI Overviews about laptop brands, Framework did not appear in any of the answers.

Search and AI answers in September 2026

Framework is the seventh most searched of 13 competitors and not listed in any AI answer.

  1. Apple MacBookShare of searches 50.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. HPShare of searches 12.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  3. DellShare of searches 8.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. LenovoShare of searches 8.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. FrameworkShare of searches 3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+8 more

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Top laptop brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Framework did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Apple MacBook1st
  2. Dell2nd
  3. Lenovo3rd
  4. ASUS4th
  5. HP5th
  6. Razer6th
  7. Acer7th
  8. MSI8th
  9. Alienware9th
  10. Framework–
  11. +3 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Apple MacBook5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dell5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lenovo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ASUS3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • HP2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Alienware1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Acer1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MSI1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Razer1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Framework0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about laptop brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 26, 2026.

Which laptop brands compete with Framework?

Framework against laptop brands in the United States, by month

Share of searches by month for Apple MacBook, HP, Dell, Lenovo, Alienware, ASUS, Framework, Microsoft Surface, Samsung. The figures are in the table below the chart.

View monthly share of searches table
MonthApple MacBookHPDellLenovoAlienwareASUSFrameworkMicrosoft SurfaceSamsungAcerMSIRazerLG
Oct 202544%13.1%10.8%7.2%7.2%3.2%4%4%1.8%1.8%1.5%0.97%0.65%
Nov 202549.9%12.3%8.2%6.7%8.2%3%3%2.5%1.7%1.7%1.4%0.9%0.6%
Dec 202546.7%14%9.4%7.7%7.7%3.4%2.8%2.3%1.5%1.9%1.3%0.84%0.56%
Jan 202642%15.3%10.3%8.4%6.9%3.1%5.6%2.1%1.7%1.7%1.4%0.92%0.62%
Feb 202645.3%13.5%11.1%7.4%6.1%3.3%5%2.2%1.8%1.5%1.2%0.81%0.67%
Mar 202655.2%11.1%7.5%7.5%5%2.7%3.3%2.2%1.8%1.2%1%0.82%0.55%
Apr 202646.9%11.5%9.4%7.7%6.3%3.5%6.3%2.3%1.9%1.5%1.3%0.84%0.56%
May 202648.2%11.8%9.7%7.9%6.5%2.9%4.3%2.4%1.9%1.6%1.3%0.87%0.58%
Jun 202648.8%12%8%9.8%6.6%2.9%2.9%2.9%1.6%1.6%1.3%0.88%0.59%
Jul 202647.5%11.6%9.5%9.5%6.4%3.5%3.5%2.3%1.9%1.6%1.3%0.85%0.57%
Aug 202651.8%10.4%8.6%8.6%5.7%3.1%3.8%2.1%1.7%1.7%1.2%0.77%0.51%
Sep 202650.3%12.3%8.2%8.2%6.7%3%3%2%2%1.7%1.1%0.74%0.6%

  1. 1.Apple MacBook

    50.3%

    Held 1st. 823K estimated branded searches, -17.7% vs prior month. Share -1.5 points.

  2. 2.HP

    12.3%

    Held 2nd. 201K estimated branded searches, 0% vs prior month. Share +1.9 points.

  3. 3.Dell

    8.2%

    Held 3rd. 135K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  4. 4.Lenovo

    8.2%

    Held 4th. 135K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  5. 5.Alienware

    6.7%

    Held 5th. 110K estimated branded searches, 0% vs prior month. Share +1 points.

  6. 6.ASUS

    3%

    Moved from 7th to 6th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  7. 7.Framework

    3%

    Moved from 6th to 7th. 49.5K estimated branded searches, -33.1% vs prior month. Share -0.8 points.

  8. 8.Microsoft Surface

    2%

    Held 8th. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.1 points.

  9. 9.Samsung

    2%

    Moved from 10th to 9th. 33.1K estimated branded searches, 0% vs prior month. Share +0.3 points.

  10. 10.Acer

    1.7%

    Moved from 9th to 10th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.1 points.

  11. 11.MSI

    1.1%

    Held 11th. 18.1K estimated branded searches, -18.5% vs prior month. Share 0 points.

  12. 12.Razer

    0.74%

    Held 12th. 12.1K estimated branded searches, -18.2% vs prior month. Share 0 points.

  13. 13.LG

    0.6%

    Held 13th. 9.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

Microsoft Surface sells other things too, so only its searches that name this product count here, like “surface laptop”.

Compare popularity between Framework and its closest rivals

Every comparison with Framework

12 comparisons

How has branded search demand for Framework changed in the United States over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Framework in the United States fell from 60.5K to 49.5K.
  • Across the 12 months ending September 2026, Framework’s share of searches among laptop brands in the United States decreased from 4% to 3%.
  • Across the 12 months ending September 2026, Framework’s share of searches among laptop brands in the United States peaked at 6.3% in April 2026 and was lowest at 2.8% in December 2025.
  • Across the 12 months ending September 2026, Framework fell from 6th to 7th among laptop brands in the United States.

How did search popularity change for United States laptop brands in September 2026?

6 changes

  1. In September 2026, HP gained share of searches among laptop brands in the United States, from 10.4% to 12.3%.

  2. In September 2026, Alienware gained share of searches among laptop brands in the United States, from 5.7% to 6.7%.

  3. In September 2026, Apple MacBook lost share of searches among laptop brands in the United States, from 51.8% to 50.3%.

  4. In September 2026, Framework lost share of searches among laptop brands in the United States, from 3.8% to 3%.

  5. Lenovo’s share of searches among laptop brands in the United States has lost ground for 3 months in a row, from 9.8% to 8.2% in September 2026.

  6. Microsoft Surface’s share of searches among laptop brands in the United States has lost ground for 3 months in a row, from 2.9% to 2% in September 2026.

How are Framework’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Framework’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • framework laptop

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How the Brand Demand Index is measured

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