Looking for a simple, intuitive device that you never have to plug in? May we suggest Ikea's bookbook?

In this introduction for its 2015 print catalog, the Swedish furniture retailer has some fun taking the piss out of Apple's bombastic product release videos. Once it introduces the premise, the jokes write themselves. "The first thing to note is no cables, not even a power cable," says a beaming exec names Jörgen Eghammer, who is shot in against an Apple-like white background. "The battery life is eternal." The navigation? It's based on "tactile touch technology that you can actually feel." The content also comes preinstalled.

See also: Airbnb Lets You Sleep in Ikea for the Night

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. Orabrush also beat Ikea to the punch by a few years. In the Apple parody below, execs gush about a device that scrapes bad breath germs off your tongue: