“At only eight millimetres thin, and weighing in at less than 400 grams, the 2015 Ikea Catalogue comes pre-installed with thousands of home furnishing ideas.”

There are no cables included, swipe right to left to move forwards, easy bookmarking and eternal battery life. It’s the all-new 2015 Ikea Catalogue.

Parodies of Apple ads aren’t exactly thin on the ground, but this one from Ikea Singapore, starring a ‘chief design guru’ named Jörgen Eghammer, is pretty well done, and it’s from a big brand.