Ikea, everyone's favorite Swedish furniture powerhouse, keeps on evolving, despite its comfortable status as the world's foremost furniture and home goods retailer. Today, Ikea announced "Ikea Place," an augmented reality app that lets consumers design rooms in their homes by virtually test driving furniture and home goods. Ikea Place will be available on iOS 11 at the end of September. The timing of Ikea's announcement is no accident: Today, Apple showed off a number of updates to its hardware (hello, iPhone X) and software, including a demonstration of its updated ARKit augmented reality platform, on which Ikea Place runs. Samsung collabs with designers to expand Frame TV customization options Ikea smart lighting compatibility with Amazon Alexa, Google Home, Apple HomeKit coming this fall Apple's iPhone event marks debut of Steve Jobs Theater on new campus "The app automatically scales products--based on room dimensions--with 98 percent accuracy. The AR technology is so precise that you will be able to see the texture of the fabric, as well as how light and shadows are rendered on your furnishings."