IKEA released a video lampooning the launch of Apple’s iPhone6 announcing announced it will use new "book" technology for its new catalogue. The YouTube video says there will be no cables, eternal battery life and "no lag … no matter how fast you scroll".

The designer Jörgen Eghammer says: "Once in a while, something comes along that changes the way we live, a device so simple and intuitive, using it feels almost familiar. Introducing the 2015 Ikea catalogue. It's not a digital book or an e-book. It's a book book. The first thing to note is no cables, not even a power cable. The battery life is eternal.”

And of course he’s right. Books have been around since the Roman Empire in one form or another with school text books handed down from one year to another. They wear out but last considerably longer than an iphone or even an electronic book.