--- description: The furniture store is following up its 'Bookbook' ad from last year. title: Ikea Mocks Apple Pencil in Clever New Ad image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- * [Business](/section/business/) ## Business Update your preferences in [Account Settings](/account/preferences/) Close * [Advertising](/tag/advertising/) ## Advertising Update your preferences in [Account Settings](/account/preferences/) Close # Ikea Mocks Apple in Clever New Ad by [Victor Luckerson](/author/victor-luckerson/) ## Victor Luckerson Update your preferences in [Account Settings](/account/preferences/) Close Sep 11, 2015 3:15 PM CUT by [Victor Luckerson](/author/victor-luckerson/) ## Victor Luckerson Update your preferences in [Account Settings](/account/preferences/) Close Sep 11, 2015 3:15 PM CUT Ikea has a knack for [poking fun](http://time.com/3265308/ikea-catalog-2015/ "undefined") at the self-seriousness of Apple’s product announcements, and the furniture store has taken another shot at the iPhone-maker following the company’s[ latest announcements.](http://time.com/4028514/see-everything-apple-just-announced-in-2-minutes/ "undefined") Ikea Singapore has premiered a [new ad](http://www.adweek.com/news/advertising-branding/ad-day-ikea-hilariously-pitches-its-2015-catalog-cutting-edge-technology-159846 "undefined") mocking the Apple Pencil, a $99 stylus Apple unveiled Tuesday as an accessory to the new super-sized iPad Pro. The ad features a hand clutching one of the small wooden Ikea pencils the company gives out at its store entrance, set against a stark white background that is commonplace with Apple advertisements.  It’s hardly the first time Ikea has taken a dig at the computer giant. In a [video ad last year](http://time.com/3265308/ikea-catalog-2015/ "undefined"), the company pitched its print furniture catalog as a high-tech gadget called the Bookbook. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/4031116/ikea-apple-pencil-ad/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4031116/ikea-apple-pencil-ad/"},"headline":"Ikea Mocks Apple in Clever New Ad","datePublished":"2015-09-11T15:15:24.000Z","dateModified":"2026-05-11T05:01:42.752Z","description":"The furniture store is following up its 'Bookbook' ad from last year","url":"https://time.com/4031116/ikea-apple-pencil-ad/","keywords":["Advertising","Apple","Ikea"],"thumbnailUrl":"","author":[{"@type":"Person","name":"Victor Luckerson","jobTitle":null,"url":"https://time.com/author/victor-luckerson/"}],"articleSection":"Business","image":[],"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":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/advertising/","name":"Advertising"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/4031116/ikea-apple-pencil-ad/","name":"Ikea Mocks Apple in Clever New Ad"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"Experience the power of a bookbook™","description":"Experience the power of a bookbook™","thumbnailUrl":"https://cdn.jwplayer.com/v2/media/a3QEvTSy/poster.jpg?width=720","uploadDate":"2014-09-03T21:25:03.000Z","contentUrl":"https://cdn.jwplayer.com/manifests/a3QEvTSy.m3u8","embedUrl":"https://time.com/4031116/ikea-apple-pencil-ad/","duration":"PT2M28S","potentialAction":{"@type":"SeekToAction","target":"https://time.com/4031116/ikea-apple-pencil-ad/?jw_start={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"}}] ```