Dell is poaching Framework’s influencers

Those looking for a new laptop may have noticed that Dell has had a much larger presence in the review cycle than usual. The company brought the XPS name back this year, after retiring it in favor of the Dell Premium branding introduced during its 2025 AI PC portfolio reset. Well that backfired hard and Dell is now promoting the return of XPS as a major event (quite literally, they flew press for the event).

Ask Framework for free XPS laptop

Now Framework claims that “ every time we engage with an influencer on X dot com, Dell sends them an XPS. ” It then asked if anyone wanted a free Dell XPS, which is probably not the post Dell’s influencer marketing team wanted to see. Framework later replied that it was “ burning through Dell’s ad budget with this one .” The company presented the whole thing as a joke, but the wording says enough.

What I found quite strange is that Framework did not say “reviewers,” it said “influencers.” I guess sending laptops to reviewers is too much for both comapnies.

Dell is a company many times larger, with enterprise, consumer, workstation, gaming, server, and services businesses. Framework is a niche notebook brand aimed at users who are willing to pay more for repairability, upgradeable parts, and a laptop that does not treat memory and storage like sealed construction materials.

Well, I think the only thing in common is their rather high pricing.

Source: Framework via NotebookCheck

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