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IKEA takes a jab at Apple in an ad for its latest catalog

Timothy J. Seppala, @timseppala
September 7, 2014
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The biggest target is typically the easiest to hit, and ahead of Apple's big event next week IKEA's taking a good-natured swing at Cupertino. To debut its new 2015 catalog, the Swedish furniture company crafted a video that bears more than a passing resemblance to a TV spot from the iPhone company. Among the highlights of the "bookbook" unveiling? Eternal battery life, no-lag page loads and multiuser support. It's all pretty well done if you ask us. Should you need help passing time until next Tuesday's conference, watching the clip (embedded below) will make the wait about two-and-a-half minutes shorter.

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