Tom Fort writes:

To play on the fact that browsing an IKEA catalog is a sort ofholistic sensory experience, the company has created this clevernew ad, which skewers Apple's notoriously over-the-top productcommercials. The result is hilarious, and the jokes really justwrite themselves.

"The 2015 IKEA catalog comes fully charged, and the battery iseternal," says an exec named Joergen Eghammer, also known as ChiefDesign Gueru. He explains that this catalog is not a digital bookor an e-book, but a bookbook. "The navigation is based on tactiletouch technology that you can actually feel," he adds.

We've seen plenty of good Apple commercial parodies before,but IKEA definitely gets major points for this promo.

To read the complete article, see:
IKEAChannels Apple in a Hilarious Ad for Its New Catalog'Bookbook' (time.com/3265308/ikea-catalog-2015/)

To read the earlier E-Sylum article, see:
WHO GETSYOUR E-BOOKS WHEN YOU DIE?(www.coinbooks.org/esylum_v17n35a20.html)