--- description: Breaking news and analysis from time.com. Politics, world news, photos, video, tech reviews, health, science, and entertainment news. title: IKEA’s Apple Parody image: https://static.time.com/v3/assets/bltea6093859af6183b/bltf80a50f1a988cbe7/6998cd3be1ba008edc98e4bd/time-hi-res.webp?branch=production&width=640&quality=75&auto=webp&crop=16:9 --- Dec 02, 2014 # IKEA’s Apple Parody by [TIME Staff](/author/time-staff/) ## TIME Staff Update your preferences in [Account Settings](/account/preferences/) Close  First, the Internet was in awe of Apple’s September iPhone 6 announcement. Then [IKEA](http://time.com/3265308/ikea-catalog-2015/ "undefined") got everyone to laugh at it by promoting its 2015 catalog as a “bookbook”, which, made out of paper, is far from being as technologically advanced as an Apple product. But unlike the items in that catalog, there is no assembly required to enjoy this clever parody, which now boasts 12 million views. ```json [{"@context":"https://schema.org","@type":"Article","@id":"https://time.com/collections/top-10-everything-of-2014/3588025/ikeas-apple-parody/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/collections/top-10-everything-of-2014/3588025/ikeas-apple-parody/"},"headline":"IKEA’s Apple Parody","datePublished":"2014-12-02T21:14:42.000Z","dateModified":"2026-03-02T23:05:42.830Z","description":"","url":"https://time.com/collections/top-10-everything-of-2014/3588025/ikeas-apple-parody/","keywords":[],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/bltf80a50f1a988cbe7/6998cd3be1ba008edc98e4bd/time-hi-res.webp?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"TIME Staff","jobTitle":null,"url":"https://time.com/author/time-staff/"}],"creator":"TIME Staff","articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/bltf80a50f1a988cbe7/6998cd3be1ba008edc98e4bd/time-hi-res.webp?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675}],"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":"https://time.com/collections/top-10-everything-of-2014/3588025/ikeas-apple-parody/","name":"IKEA’s Apple Parody"}}]},{"@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/collections/top-10-everything-of-2014/3588025/ikeas-apple-parody/","duration":"PT2M28S","potentialAction":{"@type":"SeekToAction","target":"https://time.com/collections/top-10-everything-of-2014/3588025/ikeas-apple-parody/?jw_start={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"}}] ```