BUSINESS
09/04/2014 11:24 am ET Updated Sep 04, 2014

Ikea Shows Off Its New Catalog With An Apple Parody

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.

HuffPost

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