Apple’s recent iPad Pro commercial has ignited a wave of criticism across the tech and gaming industries, most notably for its striking imagery of classic creative tools—including a piano, a camera, and a television—being crushed by a hydraulic press.
Among the casualties in the ad was a replica arcade cabinet, shown playing a fictional game called Space Imploder, a clear nod to the legacy of arcade gaming.
Although Apple attempted to mask the cabinet’s origin with the made-up title, the design unmistakably matched that of Arcade1Up’s Midway Legacy series, catching the attention of both enthusiasts and the manufacturer itself. Arcade1Up, the renowned producer of licensed arcade cabinets featuring legendary franchises such as NBA Jam, Pac-Man, Mortal Kombat, Ridge Racer, and Street Fighter II, quickly identified its product in the controversial ad spot.
The backlash toward the ad was so intense that Apple CEO Tim Cook, who had promoted the commercial on social media, eventually saw the company issue a public apology and withdraw the ad from television circulation. In a statement provided to Variety, David McIntosh, head of brand and communications at Arcade1Up, acknowledged their surprise upon seeing their Midway Legacy cabinet repurposed and destroyed in the ad.
He explained, “We understand and share the creative community’s concerns regarding the misleading message of this ad campaign.
We believe that real arcade gaming means standing up, gripping a joystick—not merely tapping on a touchscreen.” McIntosh went on to note that while the incident was unexpected, it has sparked a constructive discussion about what makes the arcade experience genuinely special, a tradition Arcade1Up remains deeply committed to preserving and celebrating. Capitalizing on the attention spurred by the Apple commercial, Arcade1Up released its own playful response on Instagram, leveraging the moment to reinforce the distinctiveness of physical arcade play.
As a leading purveyor of classic coin-operated titles on home-friendly cabinets, Arcade1Up has garnered acclaim for reintroducing iconic games to new generations.
Their catalog includes authentic reproductions of beloved classics, making them a staple in the retro gaming community. This episode highlights the ongoing conversation around the cultural and tactile significance of arcade gaming versus mobile and tablet-based experiences.
As tech giants like Apple tout the versatility of devices like the iPad Pro, Arcade1Up and its supporters continue to champion the authenticity, nostalgia, and community of traditional arcades—a testament to the enduring appeal of gaming’s golden age.
Among the casualties in the ad was a replica arcade cabinet, shown playing a fictional game called Space Imploder, a clear nod to the legacy of arcade gaming.
Although Apple attempted to mask the cabinet’s origin with the made-up title, the design unmistakably matched that of Arcade1Up’s Midway Legacy series, catching the attention of both enthusiasts and the manufacturer itself. Arcade1Up, the renowned producer of licensed arcade cabinets featuring legendary franchises such as NBA Jam, Pac-Man, Mortal Kombat, Ridge Racer, and Street Fighter II, quickly identified its product in the controversial ad spot.
The backlash toward the ad was so intense that Apple CEO Tim Cook, who had promoted the commercial on social media, eventually saw the company issue a public apology and withdraw the ad from television circulation. In a statement provided to Variety, David McIntosh, head of brand and communications at Arcade1Up, acknowledged their surprise upon seeing their Midway Legacy cabinet repurposed and destroyed in the ad.
He explained, “We understand and share the creative community’s concerns regarding the misleading message of this ad campaign.
We believe that real arcade gaming means standing up, gripping a joystick—not merely tapping on a touchscreen.” McIntosh went on to note that while the incident was unexpected, it has sparked a constructive discussion about what makes the arcade experience genuinely special, a tradition Arcade1Up remains deeply committed to preserving and celebrating. Capitalizing on the attention spurred by the Apple commercial, Arcade1Up released its own playful response on Instagram, leveraging the moment to reinforce the distinctiveness of physical arcade play.
As a leading purveyor of classic coin-operated titles on home-friendly cabinets, Arcade1Up has garnered acclaim for reintroducing iconic games to new generations.
Their catalog includes authentic reproductions of beloved classics, making them a staple in the retro gaming community. This episode highlights the ongoing conversation around the cultural and tactile significance of arcade gaming versus mobile and tablet-based experiences.
As tech giants like Apple tout the versatility of devices like the iPad Pro, Arcade1Up and its supporters continue to champion the authenticity, nostalgia, and community of traditional arcades—a testament to the enduring appeal of gaming’s golden age.
