A slim design, good screen and doesn't sound like a jet engine when under a heavy load are my main factors. Battery isn't as much of a concern to me, 99% of the time I work with my laptop at a desk connected to power and a monitor etc.

Repairability and customisability are also usually on my mind so anything Apple is completely out of the question despite their machines ticking most of my boxes.

Maybe that will change if right to repair laws in the EU improve but that's not a something I'm expecting to happen anytime soon.