News Apple Arcade1Up "Surprised" To See Its Cabinet Crushed In Apple's Controversial iPad Pro Ad

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Apple has caught a tremendous amount of heat for its new iPad Pro ad, which shows a bunch of items – including a piano, camera and TV screen – being crushed by a hydraulic press.

The backlash against the commercial – which was shared by boss Tim Cook on social media – has been so bad that the company has actually issued a public apology and has stated that it will not be showing the ad on television.

One of the items crushed in the commercial is a replica arcade cabinet, which is shown playing a fictional game, Space Imploder.

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However, Apple's attempt to disguise the cab with a made-up name didn't work – and the company which makes the unit, Arcade1Up, has commented on its inclusion.

"We were surprised to see one of our Arcade1Up Midway Legacy machines re-wrapped [and] crushed in the recent iPad Pro ad," said David McIntosh, head of brand and communications at Arcade1Up, in a statement to Variety.

"We share the creative community's feelings on the 'misdirection' of this ad content and believe that true arcade gaming involves standing up, joystick in hand — not just holding a tablet," McIntosh added. "This moment has sparked a positive dialogue about the authentic arcade experience, which we continue to celebrate and champion."

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Arcade1Up has leveraged the negative response to Apple's commercial by issuing its own take on the concept via Instagram.

Arcade1Up produces a range of licensed third-quarter arcade cabinets which run classic coin-ops via emulation. The company's previous products include Ridge Racer, Pac-Man, Mortal Kombat, NBA Jam and Street Fighter II.