IKEA Perfectly Parodies Apple in Their Latest Catalogue Launch – The ‘bookbook’

You really have to love IKEA sometimes. Their latest catalogue launch is a hilarious sendup of an Apple ad – pulling off the announcement with the perfect dose of fanatical sincerity Apple does so well.

“Once in a while, something comes along that changes the way we live, a device so simple and intuitive, using it feels almost familiar,” says Jorgen Eghammer, IKEAs “Chief Design Guru.”

“Introducing the 2015 Ikea catalog. It’s not a digital book or an e-book. It’s a book book.”


In the pitch perfect spoof (created by ad agency BBH), we get to see the ‘bookbook’ from all angles, highlighting its thin, hand-held profile. Eghammer gives us a rundown on the “bookbooks” many innovative features (like no cables and an eternal battery-life), then some instructions for use:

“To start browsing, simply touch and grab. Right to left to move forwards, left to right to move backwards.”

Experience the power of a bookbook:

Speaking if IKEA catalogues… did you know 75% of IKEA product ‘photographs’ are actually computer generated?

(HT Dezeen)

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