IKEA knocks it out of the park
While imitation remains the sincerest form of flattery, parody may not be considered in the same regard, at least not in the halls of Apple, which IKEA has mocked in their roll out of the new 2015 catalogue. The “bookbook” comes “fully charged, and the battery is eternal.”
The mockery mimics the blank backgrounds, floral wording, and even the same t-shirt as Ive, as IKEA’s Jörgen Eghammer describes the intricate details of an age-old product as if it were new, touting the “tactile touch technology,” which is a phrase the tech community scoffs for its overuse (hence, the mockery).
“If you want to share a particularly inspiring item, you literally share it,” Eghammer says. Perfect. Take two minutes to watch the following promotional video, and we dare you to try it without cracking a smile (we all did!):