IKEA just introduced “the coolest, sleekest new gadget” on the market. One that doesn’t need any cables, it doesn’t lag, it doesn’t complicate the user interfaces, and best of all, the battery lasts forever.

What is it? None other than IKEA’s new 2015 catalogue. Paper catalogue, we mean.

IKEA 2015 Catalogue BookBook

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The hilarious 2-minute video takes a swipe at Apple‘s notoriously over-the-top product commercials. How do we know this? Well, the video puts a focus on the fact that browsing an IKEA catalogue is sort of a holistic sensory experience. On top of that, the Swedish furniture chain also uses 3D rendering technology to create digital models of the products. Hence, crazily appealing items that you desperately want to buy whether or not you actually need them.

Also, it’s “at only 8mm thin” and “weighs less than 400g”, and it comes “pre-installed with thousands of home furnishing ideas”. The navigation is “based on tactile touch technology that you can actually feel”.

Watch the video here:

We love it! Oh you know, because it’s not a digital book or an e-book.

It’s a bookbook™.

For more information, visit IKEA Malaysia’s official website.

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