Ikea Mocks Apple in New Catalog Ad

Of course, this technology also allows Ikea to get the absolute “perfect” shot — which may be very different from the real, actual merchandise consumers receive. For example, when a consumer builds an Ikea chair, it may have a nick or scratch. These imperfections are generally washed away in a digitally rendered image. The challenge for consumers is to be able to discern what's real and what's digitally created.