We didn't know IKEA had it in for Apple but we guess the gloves are going to come off after this ad gets their attention.
IKEA's ad is nearly shot for shot an iPad commercial, except that their 'bookbook™' is the antithesis of Apple's device. The Scandinavian brand also kept the joke running over their site, which would probably get them in trouble with Apple were it not for good old fashioned parody laws. Who knew furniture people could be so funny?
