IKEA have accompanied the release of their latest catalog with a delightfully humorous Apple-inspired parody commercial on the heels of the tech giant’s September 9 event where they are expected to unveil the iPhone 6. Watch as “Chief Design Guru” Jorgen Eghammer introduces the brand’s latest hi-tech innovation – with an endless battery, page flicking technology and thousands of pre-installed products, the paper catalog is set to revolutionize the way people use technology in their homes.

Words by Alec Leach
Digital Fashion Editor

Alec Leach grew up in Brighton, England, but now lives in Berlin, where he leads Highsnobiety's digital fashion content.

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