2025-07-25

Challenging Incrementalism: The Urgent Need for Disruptive European Laptop Innovation

Why does Europe lack a laptop brand distinguished by truly revolutionary design? I recall an era when many were profoundly inspired by Steve Jobs—by his visionary ideas, his minimalist yet impactful approach to communication, and his ability to reimagine technology’s trajectory without relying heavily on conventional marketing techniques. Jobs approached product design as an act of creation rather than mere optimization, envisioning entirely new ways of engaging with technology.

In contrast, the prevailing trend today focuses on incremental refinements—devices made thinner or with marginally more powerful processors—often without delivering meaningful improvements to the user experience. What intrigues me, and what I rarely express publicly, is a different conceptual approach to how we carry and interact with our digital tools: how we perceive them, integrate them into our lives, and unlock their potential beyond traditional design paradigms. Can we approach this challenge in an entirely unconventional manner?

More importantly, why has no European brand emerged as a true competitor to Apple in this regard? Apple has undeniably secured its position in the market, producing devices of consistently high quality. Yet, its design philosophy appears increasingly saturated and predictable, which, paradoxically, creates an opportunity for disruption. There is room for a fresh perspective that not only reimagines digital tools but also redefines the relationship we have with them.

Personally, I have considered developing my own limited-edition designs, framed by fundamental questions about user needs and technological purpose—questions often overlooked by existing manufacturers. My approach would be to explore what people truly desire from their digital tools, challenge prevailing assumptions, and then transform those insights into functional yet aesthetically compelling designs. I believe companies, too, should adopt this mindset: defining a bold trajectory rather than merely pursuing incremental progress.