Ikea Singapore unveiled its latest cutting-edge invention in a new ad this week.
World, meet the Ikea "bookbook."
"The first thing to note is no cables, not even a power cable. The battery life is eternal," Jörgen Eghammer, Ikea's "chief design guru," says in the ad, which is a parody of Apple's iPad launch video.
Eghammer adds that all content is pre-installed in the bookbook, which uses "'tactile touch technology which you can actually feel."
Better still, there's "no lag…no matter how fast you scroll," and “if you want to share a particularly inspiring item, you literally share it.”
Apple, eat your heart out.