IKEA makes fun of Apple with a promo for its 2015 catalog

IKEA makes fun of Apple with a promo for its 2015 catalog
Furniture retailer IKEA has its 2015 catalog coming out. What better way to promote it than to copy the style used by Apple to promote the iPhone and its other devices. If you close your eyes and listen to the accent of the fictional Jorgen Eghammer, IKEA's "chief design guru," you'd swear that you were listening to Jony Ive talking about the upcoming Apple iPhone 6.

The IKEA 2015 catalog has no cables, notes Eghammer, and features eternal battery life. With the catalog closed, the "interface" is 7.5 inches by 8 inches. But when you open the catalog, it increases to 15 inches. And the book uses tactile touch technology to help you turn the pages. Content comes pre-installed, according to IKEA. The pages move right to left to move forward, left to right to go backward. And of course, there is no lag as each crystal clear page loads instantaneously!

It's a clever parody from IKEA, and is one that reminds us that Apple will be unveiling as many as two new handsets on Tuesday.

source: IKEA



1. techloverNYC

Posts: 601; Member since: Nov 20, 2012

Say what you want but this is like free advertisement for Apple

4. hurrycanger

Posts: 1775; Member since: Dec 01, 2013

As long as it's enjoyable. xD

2. nohatenofanboy

Posts: 515; Member since: Jul 15, 2014

lol imagine ikea produces a smartphone ( I dont know why ikea mocks apple )

35. Joshua9007

Posts: 94; Member since: Jun 08, 2012

maybe google can partner with them on project ara.... (some assembly required)

3. Derekjeter

Posts: 1557; Member since: Oct 27, 2011

Bad or good publicity is still publicity. Keep it coming. This only helps Apple sell more and more not that it needs it. No phone will come close to the iphone numbers.

10. tedkord

Posts: 17481; Member since: Jun 17, 2009

That's what people keep telling Apple about its retarded lawsuits against Samsung.

18. gadgeteer

Posts: 45; Member since: Sep 06, 2014

Sorry, iPhone market share is in decline. Go check Amazon for top selling phones. People are waking up to devices lime Moto G that does all Apple does for a fraction of the price.

19. gadgeteer

Posts: 45; Member since: Sep 06, 2014

*devices like Moto G... Hey, phonearena, can we have edit function please ?

30. na7noo7

Posts: 278; Member since: Mar 29, 2014

We do have the edit function.

24. Napalm_3nema

Posts: 2236; Member since: Jun 14, 2013

Yes, because marketshare equals success. Is that the reason Apple has been sold twice to other companies since 2011, costing one parent company up to $7 billion in loss, while they continue to struggle to this day? Why Motorola is the preeminent tech company on the planet with with enough liquid assets and market capitalization to be considered the most valuable company in any industry? Wait, those roles are reversed, you say? How can this be? Methinks you don't understand how companies work. Has this explosive marketshare growth helped Google tremendously? No. Is any OEM under the Android marketshare umbrella remained as profitable as Apple? No. Everyone wants to point to the Mac vs PC marketshare situation, but what they forget is that everyone else was playing the short game, while Jobs played the long game. Apple is winning that game, too, with 6% of the market. It isn't being won by HP, Lenovo, Acer, or even Microsoft. Marketshare is only useful if it helps you win, and in technology, that has not proven to be the case.

27. VZWuser76

Posts: 4974; Member since: Mar 04, 2010

You seem to forget that Apple almost went under without Jobs there. Any company can rise, fall, or go out of business, none are immune either. A couple wrong moves by Apple, Google, or Microsoft and it could be over for them. Now I'm not saying like some always do on here that Apple is going under, but its also not impossible either. When the cell industry started the main players were Motorola and Nokia. And for a long time Nokia was the largest phone OEM on the planet, and where are hey now? Pride before the fall.

28. Napalm_3nema

Posts: 2236; Member since: Jun 14, 2013

They did, but what was missing was Jobs. The interim leaders in his absence subscribed to "marketshare" and wanted to license OSX like Windows. My point was, marketshare is a useless metric. Yes, companies do lose their vision, but it takes complacency and poor strategy. I find it hilarious that Motorola was one of the driving forces behind Six Sigma, yet could not manage to follow their own principles.

37. VZWuser76

Posts: 4974; Member since: Mar 04, 2010

And does Apple have Jobs now? No. And while Tim Cook seems to be a pretty decent guy and CEO, that doesn't mean the board will keep him around forever either. That's what happened to Jobs. What Apple has done kinda defies logic. They sell their devices focusing on profit over numbers, which normally would mean they wouldn't sell as much but the higher profit would sustain them. The difference here is they have the profit and a good amount of sales. This is kind of like the perfect storm for capitalism, and something you don't see a lot of. But, the longer they go on, the more they run the risk of losing those numbers. In terms of cell phones, Apple is still the new kid on the block. I remember when the iPhone was first coming out, and people started to see BlackBerry and Symbian as dinosaurs. Nothing lasts forever, and in the tech world the lifespan is usually shorter. All it takes is for either Apple to slip up or a new company to come in and shake things up to upset that balance. While I don't think they're going away anytime soon, the people who make it seem like they will last forever are just as delusional as the ones who say they'll be gone in a year. I mean seriously, 10 years ago would anyone have thought that Palm would be gone, BlackBerry on the brink of closure, Motorola and Nokia bought out, and Microsoft would be a distant third in smartphone sales? That's one decade for the entire industry to be turned on it's ear, and technological advancement wasn't at near the speed it is today. Anybody prognosticating on the tech world beyond a year or two is kidding themselves, or has an odd looking DeLorean.

29. shuaibhere

Posts: 1986; Member since: Jul 07, 2012

"Is any OEM under the Android marketshare umbrella remained as profitable as Apple? No" Ofcourse No... Because they don't overcharge.... Only idiots will support a company which overcharges for their hardware by saying... You know my fav company is more profitable because I pay more than what I should... Get a life.... I'm not saying you not buy apple products and all....i have no rights to.... What I'm saying is stop this silly argument...that apple is more, profitable....

5. only1post unregistered

I'm sold. I want it. When will it be released? How much RAM? How many pixels? What about the camera? I'll buy it anyway.

17. nebsif

Posts: 37; Member since: Jul 27, 2014

0 ram and just 721p, but man it has IKEA logo man ill buy two of those man

31. na7noo7

Posts: 278; Member since: Mar 29, 2014

I can confirm it has a 5120x2880 resolution, 128GB of DDR4 RAM, but no camera. It's released today, and you can just print one out or take it from IKEA.

6. bugsbunny00

Posts: 2267; Member since: Jun 07, 2013

wow i want this one this is what ive been waiting for ..IKEA take my money.. the color is amazing

7. tigermcm

Posts: 861; Member since: Sep 02, 2009

why would they even bother doing this? Apple are you paying ppl to mock you?

8. E.N.

Posts: 2610; Member since: Jan 25, 2009

Yeah don't know how this helps IKEA. Funny vid though.

9. YourNickname

Posts: 127; Member since: Aug 14, 2014

I like the rambutan in the bowl. Where the hell do Sweedes get rambutans???

12. boblight

Posts: 84; Member since: Jul 28, 2012

The ad was probably done in Singapore or Malaysia. But judging from the postbox shown in the video, I guess this ad was shot in Singapore.

16. ArtSim98

Posts: 3535; Member since: Dec 21, 2012

We have rambutans in Finland and Sweden too. Sure not naturally. But hey, same thing with bananas lol.

11. ArtSim98

Posts: 3535; Member since: Dec 21, 2012

Why do Swedes always come up with better ideas than Finns... :( Well. We HAD Nokia.

13. TechNerd

Posts: 66; Member since: May 03, 2014

More of todays advertisement should be like this.

14. TechNerd

Posts: 66; Member since: May 03, 2014

More of todays advertisement should be like this.


Posts: 946; Member since: Feb 23, 2014

There seems to be too much lagg.

20. dmakun

Posts: 382; Member since: Jun 06, 2011

Lol! Pretty accurate how Apple market ordinary things to iFans.

22. Scott93274

Posts: 6040; Member since: Aug 06, 2013

I doubt that IKEA intends for this video to be insulting to Apple, it's simply parodying the iPhone commercials. Now I think it was Nokia that came out with the commercial that said every day people take better pictures on their Nokia phone over the iPhone commercial and then there's Samsung always mocking the iFans that wait in line outside the Apple store to get their new iDevices. Those are insulting Apple products/users.

23. remyrz

Posts: 205; Member since: Oct 28, 2010

this is the most accurate add of the reality we're living that i've seen... eternal battery, no cables, no lag, you can real sense paper when you touch it... all that we wanted.. and it exist... A book :P.. I find it pretty cool

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at https://www.parsintl.com/phonearena or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit https://www.parsintl.com/ for samples and additional information.
FCC OKs Cingular's purchase of AT&T Wireless