Dive Brief:

• Furniture retailer Ikea spoofed Apple’s marketing style for new gadgets with a video revealing its new “bookbook,” in other words, its new catalog. The video went viral the week ahead of Apple’s real-life “big event” Tuesday.

• The video is a droll send-up of Jony Ive’s characteristic low-key, yet dramatic style of revealing Apple’s new gadgets, designs, and features.

• Those unable to attend Apple’s event in person, scheduled for 10 a.m. PDT Sept. 9, can stream it live online.

Dive Insight:

Apple’s much-anticipated debut of new versions of its iPhone and iPad and the possible reveal of its first-ever wearable has left observers speculating wildly.

Ikea has playfully attempted to take a little wind out of Apple’s sails by taking the same breathless approach to the reveal of its brand-new catalog: “You know, once in while, something comes along that changes the way we live. A device so simple and intuitive, using it almost seems familiar.” Ikea's "bookbook" comes pre-installed, has “eternal” battery life, is easily bookmarked, supports multiple users, and lands in users' mailboxes at — gasp! — no cost.