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Looking for a simple, intuitive device that you never have to plug in? Then you may have to take a look at Ikea’s bookbook. In an introduction for its 2015 print catalog, Ikea has some fun taking the piss out of Apple’s bombastic product release videos. Once it introduces the premise, the jokes write themselves. While it may appear that Ikea is a bit of a Luddite, that’s hardly the case. The brand has experimented quite a bit with digital and even added augmented reality functionality to its 2013 print catalog.

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