Following the announcement from Apple that wireless charging will be available on the iPhone X, IKEA released a fun series of ads for its wireless charging lamp that toss in references to the tech giant.
Although IKEA launched several wireless charging accessories years ago, complications have prevented this technology from being widely integrated into mobile devices. While some of the ads feature images of real apples with a bite taken out of it—just like the Apple logo—others favor bold blocks of text that say: "Apple juice" or "Siri, what lamp should I buy?"
IKEA is no stranger to integrating pop culture into its marketing messages. Earlier this year, IKEA released a step-by-step guide to turning one of its faux rugs into a Game of Thrones cape, as well as tips on differentiating IKEA Frakta from a high-end designer lookalike.