Furniture retailer Ikea’s 2015 catalogue comes with a tongue-in-cheek advert, showcasing the catalogue as a fully charged “bookbook”.

Forget about Apple’s big unveiling – the biggest product release has come from IKEA, which has revealed the ‘bookbook’.

The furniture retailer’s ‘chief design guru’ Jörgen Eghammer showcased Ikea’s 2015 paper catalogue.

“It’s not a digital book or an e-book, it’s a bookbook,” Eghammer explains in a spoof ad on YouTube.

It comes “fully charged” and its battery life is “eternal”.

The ad is shot in a style reminiscent of Jonathan Ive’s Apple product demos. Move over Apple, Ikea’s got it covered.

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