Apple makes iconic ads that all ooze a certain charm. Or, if you’re that way inclined, a smarmy vibe that suggests everyone who works at Apple thinks an awful lot of themselves.

Whatever your take, these ads are ripe for mocking, which is exactly what IKEA has done.

IKEA mocks Apple and its ads by presenting the new 2015 IKEA catalog as if it’s an iDevice. This isn’t a book, it’s a bookbook, and it offers a seamless user experience thanks to a lack of cables and an eternal battery.

The guy in this video does a startlingly good impersonation of Jony Ive, Apple’s lead designer, and the guy who almost always pops up in these commercials.

Genius.