Apple’s New Mac Looks Like a Cheese Grater and IKEA’s Got Jokes

Highly specialized computer or… cheese grater? That’s the joke that IKEA Bulgaria made recently upon the unveiling of Apple’s new $6000 Mac Pro. The luxe electronic, which debuted at the 2019 Apple Worldwide Developers Conference last week, has prompted jokes galore due to its unique design, especially from the folks at IKEA, who noticed that it kind of resembles a cheese grater. 

With a stainless steel space frame that functions as handles and feet, if you turn the computer to the side, the silver casing and from dotted with holes does, in fact, look like a hand held cheese grater. The folks at IKEA jumped right on this, creating a faux-product advertisement that plays on the unique design, DesignTaxi reports. 

“Designed for apples,” the faux-headline read, along with the Apple-style name “iDEALISK.” It’s also got a price tag of 3,99LV (it sells for $3.99 in the US).

The faux-ad was created by IKEA Bulgaria, along with The Smarts, an advertising company. 

Meanwhile, the (actual) new Mac Pro has been making plenty of waves across the internet. In the promotional video for the machine, Jony Ive, Apple Chief Design Officer describes the new product as “a high performance Mac for our professional users. It’s designed and engineered to enable a wide range of uses and virtually unlimited possibilities for customization.”

Of course with a price tag of $5,999, it’ll set you back a whole lot more than a cheese grater.