Designing a laptop from scratch may be an adventure with a budget close to $200k-$300k, but there are tons, and tons of US brands who can pull this financially. Yet, even the "innovative" Framework laptop is mostly OEM work. It seems no Western brand took risk designing own hardware since nineties.
I've been a privy to Dell's plans for launching a low-end sub-brand for Asia few years ago, before the COVID.
Every contact manufacturer they been considering was exuberant about an opportunity to launch something original under Dell's brand, but Dell's MBAs were horrified of the prospect giving franchisees permission to run own designs: "what if they will make something too good, and compete with our main brand?", "what if they will screw up the design, and degrade our brand?", "how we will square this off with our part suppliers if we will divert them to another party?"
I myself would've eagerly taken an opportunity to spin up my own laptop brand, with original design. It's far, far easier than most these fellows imagine, and certainly shouldn't cost many millions.