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.