You don't need to charge it ever: How Ikea's Bookbook took a classy dig at Apple

FP Staff|Sep 05, 2014, 17:04:37 IST

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A screenshot from the film[/caption]

All staunch believers of the 'print is dying' school of thought might just want to take a look at Ikea's cheeky commercial to promote its latest print catalogue.

Taking a dig at Apple's overtly simplistic commercials, Ikea probably just earned millions of high-fives from all over the world. It shows Ikea's 'chief design guru' tell viewers about the subtle features of the new 'Ikea Bookbook'.

The slim book is 'unveiled' in the manner of an iPhone, and the ad then moves on to discuss its salient features. It is slim, has no cables, unlimited battery life, an easy scrolling mechanism, ability to bookmark, share with friends and the works. It is everything you want your gadget to be, and much more, so what's not to love?

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