--- ---  # IKEA Channels Apple in a Hilarious Ad for Its New Catalog 'Bookbook' by [Samantha Grossman](https://time.com/author/samantha-grossman/) ## Samantha Grossman Sep 3, 2014 9:47 PM UTC  by [Samantha Grossman](https://time.com/author/samantha-grossman/) ## Samantha Grossman Sep 3, 2014 9:47 PM UTC There’s a reason the items you see in an IKEA catalog look so ridiculously appealing — it’s because the Swedish furniture chain [uses 3D rendering technology](http://time.com/money/3207951/ikea-furniture-3d-images-technology-art-catalog/) to create digital models of the products. To play on the fact that browsing an IKEA catalog is a sort of holistic sensory experience, the company has created this clever[ new ad](https://www.youtube.com/watch?v=MOXQo7nURs0), which skewers Apple’s [notoriously](https://www.youtube.com/watch?v=aNraBAtH%5FHs) [over-the-top](https://www.youtube.com/watch?v=utUPth77L%5Fo) product [commercials](https://www.youtube.com/watch?v=LFYNP40vfmE). The result is hilarious, and the jokes really just write themselves. “The 2015 IKEA catalog comes fully charged, and the battery is eternal,” says an exec named Jörgen Eghammer, also known as Chief Design Guru. He explains that this catalog is not a digital book or an e-book, but a bookbook. “The navigation is based on tactile touch technology that you can actually feel,” he adds. We’ve seen plenty of good Apple [commercial parodies](https://www.youtube.com/watch?v=1sIWez9HAbA) before, but IKEA definitely gets major points for this promo. IKEA Catalog 2015: IKEA Singapore Ad Video ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3265308/ikea-catalog-2015/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3265308/ikea-catalog-2015/"},"headline":"IKEA Channels Apple in a Hilarious Ad for Its New Catalog 'Bookbook'","datePublished":"2014-09-03T21:47:53.000Z","dateModified":"2026-04-13T07:12:57.608Z","description":"The coolest, sleekest new gadget on the market","url":"https://time.com/3265308/ikea-catalog-2015/","keywords":["Newsfeed","Apple","Advertising","Business topic","Ikea","Singapore"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt3ca8ea0db84d99ea/6986a1ddadae444570544cad/screen-shot-2014-09-03-at-5-16-56-pm.png?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Samantha Grossman","jobTitle":null,"url":"https://time.com/author/samantha-grossman/"}],"articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt3ca8ea0db84d99ea/6986a1ddadae444570544cad/screen-shot-2014-09-03-at-5-16-56-pm.png?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Screen Shot 2014-09-03 at 5.16.56 PM","caption":"","creditText":"","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-newsfeed/","name":"Newsfeed"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/3265308/ikea-catalog-2015/","name":"IKEA Channels Apple in a Hilarious Ad for Its New Catalog 'Bookbook'"}}]}] ```