Watch: Is the Ikea Bookbook the launch which could leave Apple in the shade?

Ikea claims to have launched the next big thing, and we think it could take some of the polish off Apple's iPhone 6 launch next week. 

 

The Bookbook is wireless, has an eternal battery life and can double its interface from its regular 7.5 by 8-inch size to 15 inches, notes chief design guru Jorgen Eghammer. 

 

At only 8mm thin, and weighing in at less than 400g, the 2015 IKEA Catalogue comes pre-installed with thousands of home furnishing ideas – and there is no buffering when you swipe to a new page. 

 

“To start browsing simply touch the book”.

 

The promo video has already been viewed more than three million times – if you haven't seen it yet you can watch it here.
 

 

 

We love the concept – but wonder whether perhaps the idea for the advert isn't quite as original.