So the fault is at purchasing departments, that buy incompatible laptops. They would probably need to order hevc as an option, or roll out licenses via MDM.

Individual buyers can just buy the HEVC license from the Windows store. I think windows even opens the store, if the codec is missing. A lot of companies disable the public App Store on their MDM though.

If missing licenses impact end users on a larger scale, it's also a communication issue from the manufacturers. This won't do them any good, as customers will be annoyed from the bad user experience. Even if one in 100 customers switches the brand, they make a loss.