
The Framework 13
It's Apple's 50th anniversary soon, and I'm thinking about Gateway Country, a company that few of us remember. It should have been Apple, except that it abandoned its core values and failed.
I'm thinking about how Apple has changed over the past 15 years, and I'm reflecting on my own recent tech decisions—particularly my choice to leave Apple products behind due to quality and customer support issues—and wondering what the tech industry will look like in 20 years. The future, it seems to me, doesn't lie with those who've abandoned their core beliefs for huge profits. It lies with those who stay true to their values and focus on building bicycles for the mind rather than profits for investors.
I bought my first Mac, an LC II with a 20 MB hard drive and 4 MB of RAM, back in 1992. This was after months of suffering through two Packard Bells running Windows 3.0 that I'd bought from Costco. Once I went Mac, I never looked back—until now. A string of customer service issues spanning several years and several stores led me to lose faith in Apple. I realized that, despite owning Apple devices for over 30 years and even working for them for nearly three, my values and Apple's values are now markedly different. The world that Apple is trying to create is not the world I want. So I decided to make more value-driven decisions.
That's not to say that Apple hasn't done some exciting things in recent years, because it has. The Apple Silicon transition was an amazing accomplishment. The transition from Motorola to Intel back in 2006 was ROUGH; this one to Apple Silicon has been incredibly smooth. I also appreciate the Apple cloth, and I'm impressed by the inductive charging technology (known as Presto!) that charges and updates caged iPhones in the Apple Stores' back of house. Presto! feels the most like old-school Apple to me. It's tech that doesn't make Apple more money—it just makes customers happy.
No one says, “I'm going to buy an iPhone because I know it will be charged when I leave the store.” But plenty of customers are surprised and delighted when they find that their new phone is ready out of the box. That's the Apple I miss. The one that made great things just to be great.

The internals of the Framework 13
My immediate job before working for Apple was with Gateway Country (https://en.wikipedia.org/wiki/Gateway,_Inc.). Gateway was a big deal a quarter century ago. Just before the new millennium, it launched a revolutionary chain of retail computer stores. Back then, buying a computer was a primitive experience. I sold computers at Office Depot before Gateway, and our display computers didn't even have internet access. Customers would come in, test-drive a computer, and ask us how they did online. “Great!” we'd say. Then they'd ask for a demo, and we couldn't give them one. As I recall, none of the big-box stores offered online access until Gateway. Heck, CompUSA even had a hard time keeping their computers—particularly their Macs—working.
But that wasn't all that differentiated Gateway Country from the competition. While Office Depot, Best Buy, CompUSA, and others were essentially warehouses with metal shelving and high ceilings (hence the term “big box”), Gateway Country stores were decorated like barns. You walked in and saw silos, chairs with tractor seats, a place for children to play, and stations where customers could sit and play computer games. They had repair and training stations. They offered training CDs so that people could learn how to use their computers at home. It was a place for people to have fun.
But Gateway lost their way and abandoned their core values. They ran into problems with their stock price, started financing people they shouldn't have, panicked, and made more mistakes. It wasn't long before the Gateway Country stores closed down and Gateway was acquired by e-Machines. If you read the headlines from back then, it was called a merger. But if you look at the facts, Gateway was acquired.
These Gateway Country stores might sound very similar to an Apple Store to you. That's probably because they are. It's clear that Apple learned a lot from Gateway. We know that Apple's Ron Johnson visited our stores, and I have stories to tell. Like when I was being recruited into Apple, my recruiter triumphantly bragged about how well Apple kept their retail plans a secret. “Oh, no,” I told her. “We knew all about Apple’s plans at Gateway; we just didn't bother spilling the beans to the press.” I was met with stunned silence.
Gateway should be Apple. Instead, they're essentially forgotten. They held the winning formula and the winning values, and misplayed them. Apple took much from Gateway's playbook and refined their shortcomings (like following the most important rule of real estate: Location! Location! Location! Our Gateway store was at the busiest intersection in Santa Rosa, whereas other stores were more remote and had no substantive foot traffic at all). By learning from Gateway, Apple became one of the most financially successful companies in history. But success is hard to sustain, as The Innovator's Dilemma reminds us, and Apple's customer service and support—amongst the other issues mentioned above—has suffered over the years.
During my time there, Gateway offered free computers to their employees. I declined. I was attending university then and was happily schlepping a 7-pound Apple PowerBook Wallstreet G3 running OS 8.5. Even a free Windows box didn't interest me compared to the PowerBook. So when my time came in 2025 to find a new system, my choice was easy. If I wasn't interested in a free Windows box 25 years ago, I'm certainly not going to buy one now. That left Linux as my only option.
I'd been Linux-curious for years, thanks to hearing Cory Doctorow (https://pluralistic.net/2021/09/21/monica-byrne/#think-different) proselytize Linux on podcasts. When I first listened, he was using a ThinkPad whose brand was owned by IBM. It's since been sold to Lenovo. So I searched online to see which computers he was suggesting now. Cory was using something called a Framework (http://frame.work), which I'd never heard of.

The Framework bottom case showing my transparent purple USB-C modules
Framework is a computer company at the forefront of tech sustainability and the right-to-repair movement. Whereas virtually nothing is easily self-repairable on a MacBook (though the MacBook Neo is a step forward), the Framework is designed so that everything can be upgraded or replaced. Want to upgrade from a 2.2K display to a 2.8K yourself? Done. Want to change the RAM or the SSD yourself? Done. What if you drop your laptop and need to replace the case yourself? You can.
Despite exploring other Linux laptops, I kept returning to Framework. It was heavier than I wanted, though still under 3 lbs, and the battery life is short compared to some of the competition. But it ticked boxes that I didn't know I had. I realized more and more that my goal in moving away from Apple wasn't just so that I could avoid Geniuses. It was to avoid repairers entirely. So even though I could replace the RAM or SSD on some other Linux boxes, Framework lets me replace everything, including the main board. No repairer or permission required.
I ordered my Framework Laptop 13 with an AMD Ryzen AI 5 340, 2.8K display, 32 GB of RAM, 1 TB SSD, a transparent green screen bezel, four transparent purple USB-C modules, and an Ethernet expansion card. On my next visit to California, I'll get an extra keyboard and an extra trackpad. The keyboard and trackpad are the two failure points that worry me most on any laptop. The “2” key on my MacBook Air is already feeling spongy and doesn't type properly, despite only being three years old, and you know that I'm not going into Apple to ask about a repair. The expense would be too much, and the experience too unpleasant. With my Framework, I can replace my $39 keyboard myself—no drama involved.
My Framework was waiting when I arrived in California. The time from order to delivery was about seven days. I ordered the DIY version, which means the laptop's only partly assembled. I assembled it using Framework's included tool (a spudger/Torx wrench combination) in less than 30 minutes.
But all was not well in Mudville. My laptop booted up, but my display didn't light. Troubleshooting with Framework's tech support took another few days. It was the holidays, and I'm sure they were slammed. We finally determined that my display assembly needed to be replaced. They shipped my free replacement, and I installed the screen myself. It took 10–15 minutes. BTW, if I'd needed to pay for the replacement myself, it would have only been $269.
Kablam! Everything worked. The biometrics, the Wi-Fi card, the camera and microphone (which both have hardware cut switches for privacy), my expansion cards, Ubuntu—everything.
But that's a low bar. What really matters is that I like the laptop. It's not as thin or light as my Air, but it's more personable. The case feels more solid, and I prefer the Framework screen. The keyboard is better than my MacBook Air keyboard—or frankly, any keyboard that Apple has produced in the past decade. I no longer use my external keyboard/mouse/screen setup in my writing studio. Instead, I'm comfortable typing right into my Framework.
I'm also pleased to buy from a computer company that I feel good supporting. Nirav Patel, the founder and CEO of Framework, presents himself as an everyman—someone you could stop on the street and chat with. Instead of talking to Presidents, he's a guy who talks to customers. Instead of slick-dick sales videos, he shoots his podcasts against a wall in what looks to me to be a spare room at Framework HQ. I relish Framework's authenticity and groundedness.
And I appreciate Framework's candor about sustainability:
https://frame.work/sustainability
No computers or phones are environmentally positive. There's just some that are less bad. Like Framework.
As we see so many big companies ruining America (and the world), it's a relief to be able to support one that's pushing positive change.
The switch hasn't been 100% positive, though. There are certainly adjustments I'm having to make. While I prefer Ubuntu to current iterations of macOS, retraining my muscle memory is taking a while. But Ubuntu, in many ways, reminds me of the optimism (perhaps euphoria?) I felt when I was learning Apple's System 7 in the early 1990s. Not only is it fun to use, but I can customize it so that it feels like my own. With each recent release, macOS has felt more and more officious, constraining, and buggy. And with Ubuntu, I don't have to deal with Apple's App Store or the politics associated with it.
Things I won't miss about the MacBook Air:
- That horrible, terrible, awful MacBook notch
- Apple's buggy operating system and in-house software
- Mediocre keyboard
- Apple's tired aesthetics
Things I do miss about the MacBook Air:
- MagSafe, which I consider one of Apple's greatest innovations
- Speakers (Apple is the king of laptop speakers—no one else comes close)
- Long battery life
Things I like about my Framework:
- It's fast
- It's good-looking
- The texture of the aluminum case makes it easy to grip
- Stable, fast OS (I was expecting a slower computer compared to my M2 Mac, especially since my Framework doesn't have soldered memory, but it's quite fast—I credit the low Linux overhead and low bloat)
- I can delete any app I want. Try deleting the News app or the Stock app in macOS. Or try regressing from macOS Tahoe to Sonoma. The average user can't. Choice is good, bloat is bad, and you should be able to make your computer your own.
- Transparent bezel and card slots (they remind me of California's arcade culture in the late 70s and early 80s)
- 2.8K display with 120 Hz refresh rate and the 3:2 ratio
- Freedom. There's no account creation required, no telemetry harvested, or other data-mining nonsense by Framework
- Things I don't like about the Framework:
- Battery life (my Framework averages about 10 hours for me, which is certainly less than a Mac)
- Bluetooth can be finicky
- A few of my favorite apps aren't available on Linux, but the trade-offs are worth it. In some cases I've found better apps; in other cases, worse. But I love open-source software versus Apple's attempted walled gardens. Now when I donate money for an app, the money all goes to the developer.
That's not to say that I'm dumping my MacBook Air. I'm the administrator of our family's modest iCloud plan, so I need an Apple device. I've already given my unfortunate iPhone 16 Pro Max away, so I'm keeping my Air. It's a fine, albeit small, TV. But my daily driver—the computer where I spend my time and get things done—is my Framework. And I'm very pleased.
In the end, I chose a company that builds bicycles for the mind, not just profits for investors. That's the future I want to support.