Supporting the Qi wireless charging standard which has been adopted by Apple with its latest iPhone line-up, Ikea has been teasing the $69.99/£51 Riggad lamp, whereby customers and users of the new iPhones can simply place their mobiles on a spot on the lamp to charge them without the need for cables or third-party cases.
And Ikea is promoting its lamp in a very Apple fashion, with adverts emblazoned with phrases that reference some of the marketing phrases Cupertino has slathered on its own adverts and trumpeted at is product announcements.
“This charges everything” is Ikea’s groan-worthy nod to Apple’s “This changes everything” phrase uttered by Apple messiah the late Steve Jobs. “Link different” plays upon the grammatically incorrect “Think different” strap line of Apple’s 90s ads, while “One more thing…It’s also a lamp” lightly mocks the classic Steve Job’s “one more thing” line he used to spout before revealing another Apple device at conferences; Time Cook resurrected the line when announcing the iPhone X two weeks ago.
Related: iPhone 9
The pun-heavy adverts might grate on some people, but they show how Apple’s adoption of a technology can pull others into the mix, though Android fans will no doubt point out that Ikea has been offering wireless charging pads for some time. But the adoption of the Qi standard by Apple could have others following suit, making it the de facto standard for wireless charging in the future, rather than force a choice between Qi and rival standard Powermat.
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