The proliferation of digital technology has introduced countless features and applications. And with this progress has come a new vocabulary to describe everything that these digital innovations bring to the table. So, for the launch of its latest catalogue, Ikea has unveiled arguably the most ground-breaking innovation to hit coffee tables: the bookbook. At first glance, it might seem like nothing more than a print edition of the fancy furniture store’s annual catalogue, and this would be correct. It is simply a book. But in describing the latest edition in an over two-minute video, Ikea uses language that would be more suited to the latest rendering of the iPhone.