The cheese grater jokes will eventually die down, so Ikea’s Bulgaria stores this week quickly joined the fun of teasing Apple for its new Mac Pro.
The Ikea ads feature, of course, a four-sided metal grater against a white backdrop under the headline, “Designed for apples.” But the joke doesn’t stop there.
Ikea ad jokes about Mac Pro design
The ad further piles on. The creators emphasized the cheap price of 3,99lv, or $2.30, by bumping up the point size. And to top it off, they used a lowercase “i” in the product name: “iDEALISK grater.”
The Smarts is the advertising agency behind the ad.
Mac Pro price triggers jokers
During the keynote to open WWDC on June 3, Apple unveiled a new Mac Pro with the kind of updated power creatives have been clamoring for the last few years.
The workstation features a $6,000 tower that is a dead ringer for the common kitchen grater. Its front and rear faces, dimpled with fancy ventilation holes, look instantly familiar. Even the handles on top recall the common cooking accessory.
Apple fans watching a live stream of the keynote immediately trolled Apple on Twitter with pictures of graters. The Mac Pro’s base price — and a $5,000 monitor that sits on a separately sold stand costing an extra $1,000 — added a sharper edge to the social media snark.
In reality, the 2019 Mac Pro price tag is actually fair. Apple designed the powerhouse computer for professionals who need serious performance for specialized tasks. And compared to other companies’ high-end workstations, Apple’s monster machine looks like a steal.