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Ikea’s advertising team is having a blast this year. After offering up witty responses to Balenciaga’s luxury retake of the FRAKTA shopping bag and Game of Thrones’ use of Ikea rugs, the Swedish furniture giant has taken aim at Apple.

In it’s hyped up launch event earlier this month, Apple announced the new iPhone 8 series and iPhone X – the first iPhones to come with wireless charging. 

The phone maker made it sound as if it was the first company to introduce this feature. However, Ikea, which has offered wireless a charging devices since 2015, begs to disagree. 

In a tongue-in-cheek new ad campaign, the Swedish furniture giant presents its own chargers, including VARV and RIGGAD, using slogans that are typical to iPhone launches and ads.

For instance, it has replaced “This changes everything”, the standard pitch in any new iPhone launch, with “This charges everything”, and “Think Different”, the slogan famous from Apple commercials in the 80’s, with “Link Different”. 

IKEA

Ikea piles on with a jab at Siri, and uses the punchline presented just before new iPhone’s see the light of day – “one more thing” – to remind everyone that its VARV charger is also a lamp.

IKEA

IKEA

The Swedish brand studio behind the ads, Acne Studios, posted this Apple-like tribute to Ikea’s wireless charger lamp.

Here’s our #Ikea tribute to @apple and the new #iphone8 – #thischargeseverything pic.twitter.com/9rKeGg7tgR

— ACNE (@acnecollective) September 22, 2017