How is this supposed to work exactly? The company builds a product that fails quickly, so that people will buy another one? I'm highly skeptical that this works on consumers. Almost nobody will buy the same brand after the first one craps out. And I'm certain that it doesn't work on companies who will track failure rates for the product across a large fleet.
Cheap products exist because of a race to the bottom. Some consumers care a lot about quality, but there is also a market for $150 Best Buy laptops for broke college students. These companies make both high- and low-end devices, cutting corners as necessary to meet that price point while still competing on quality and features. They're not building products worse on purpose, because that doesn't work in a competitive marketplace.
Framework benefits from the same halo effect as Apple: They only make high-end devices, and so they don't get judged for the cheap crap they make. It doesn't mean either company's products are actually better than mainstream offerings at the same price point.
Even if I'm wrong, and planned obsolescence is actually very lucrative: how long do you think Framework's "core values" will hold up against market incentives? Fortunately, we don't need to rely on that. Manufacturers make good products because consumers pay for them; that applies to Apple and Framework, but also high-end laptops from many other manufacturers. If they weren't more reliable and more repairable than the low-end laptops, then IT departments would just buy the consumer devices costing 5x less.