Ikea Lampoons Apple to Promote Its 'Bookbook'

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Looking for a simple, intuitive device that you never have to plug in? May we suggest Ikea's bookbook?

In this introduction for its 2015 print catalog, the Swedish furniture retailer has some fun taking the piss out of Apple's bombastic product release videos. Once it introduces the premise, the jokes write themselves. "The first thing to note is no cables, not even a power cable," says a beaming exec names Jörgen Eghammer, who is shot in against an Apple-like white background. "The battery life is eternal." The navigation? It's based on "tactile touch technology that you can actually feel." The content also comes preinstalled. Read more...

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