Apple’s new design book ‘Designed by Apple in California’ is now on sale for $199/$299 at Apple Stores in a handful of countries — and it has already become the joke of Stephen Colbert’s late night TV show.

In the fake Apple ad, the video mixes real shots of the actual book and shots of mock Apple executives, creating a pretty hilarious parody.

The executives make jokes out of the book’s revolutionary sequential page design, the ‘touch page’ technology allowing users to simply swipe to navigate, and — of course — the $300 price point. The amusing skit ends with a nod to the iPhone 7, “the new Apple book is the future and you know it’s the future because no headphone jack”.

The IKEA Book spoof really has come full circle.

For those unaware, Apple announced a design book about the last twenty years of Apple products, from the 1998 iMac to the 2015 Apple Pencil. The book features 450 photos of iPhone, iPads, iPods, iMacs and Apple Watch across 300 pages and its published by Apple using gilded edges and custom inks.

Entitled ‘Designed by Apple in California’, it comes in two sizes, small or large for $199 and $299, and is dedicated to Steve Jobs. See how Apple wants to present its new portfolio coffee table book with its official video from the other day.