IKEA channels their inner Apple in new ad

DETROIT – Remember books? IKEA is trying to remind you that they're still a thing.

In a new advertisement for the 2015 IKEA catalogue, IKEA takes on Apple.

No, they aren't releasing an phone.

There's a reason the items you see in an IKEA book look great -- it's because the Swedish furniture chain used 3D renderings to create models of their products.

To play on that, IKEA created a clever ad, which hilariously mocks Apple's over-the-top product commercials. The jokes really write themselves.

"The 2015 IKEA catalog comes fully charged, and the battery is eternal," says an exec named Jörgen Eghammer, also know as Chief Design Güru. "The navigation is based on tactile touch technology that you can actually feel."

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