A fantastic Apple parody comes on the heels of that company taking center stage to unveil the next iPhone and possibly a wearable device rumored to be the iWatch. And it comes from an unlikely source: the Swedish company that sells ready-to-assemble furniture and other home accessories, IKEA. Promoting IKEA’s new product catalog one Jörgen Eghammer, the company’s “Chief Design Güru,” spitfires jokes that you might see coming and yet they pack the humorous punch you’re looking for. “It’s not a digital book or an ebook, it’s a book-book.” Other choice quotes:

“[It] comes fully charged and the battery life is eternal.”

“Notice something else? No lag.”

“Amazing.”

Enjoy the parody, and make sure to stick it here for the latest Apple news; major announcements are coming Tuesday, Sept. 9.

[Via Time; thanks @AndySchar]