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Ikea's new advert is totally taking the p*** out of Apple-mania

Introducing the bookbook™.
Sep 4th 2014, 8:07 AM 7,301 5

IKEA SINGAPORE HAVE released the new advert for their 2015 catalogue. It’s something revolutionary.

It’s called a bookbook™. Not an ebook, or a digital book. A bookbook™.

According to the ad: “There are no cables, it comes fully charged, and the battery life is eternal.”

The ad rather clearly borrows Apple’s graphic style, and even takes a friendly dig at some of the technologies that the iPhone and iPad helped make mainstream. With the bookbook™,

the navigation is based on tactile touch technology that you can actually feel!

Source: IKEA Singapore/YouTube

Introducing the bookbook™, Ikea’s “Chief Design Guru” says: “Every once in a while something comes along that changes the way we live. A device so simple and intuitive, using it feels almost familiar.”

This is a friendly burn on Steve Jobs, who famously declared in his speech launching the first iPhone in 2007: “Every once in a while a revolutionary product comes along that changes everything.”


via Yahoo

More: You’ve been pronouncing ‘Ikea’ wrong your whole life>

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