Meet bookbook. It’s IKEA‘s new catalog. It is presented during Swedish retailer’s new ad, by Jörgen Eghammer, in a setting that reminds and makes fun of Apple ads. Sitting in front of a white wall, the IKEA designer makes reference to what this catalog can do, in the same way that Jony Ive and Apple have mastered.

“It’s not a digital book, or an ebook, it’s a bookbook.”