Apple Reportedly Developing iPhone Game Controllers Under Beats Brand

Apple is reportedly developing two first-party game controllers designed for the iPhone. According to Bloomberg reporter Mark Gurman, these accessories will likely be sold under the Beats brand rather than Apple's primary lineup.

Speculation regarding Apple entering the game controller market has persisted for some time. Recently, MacRumors discovered code references within macOS 26.7 pointing to two first-party controllers. While the code appeared in macOS, Gurman clarifies that the hardware is built specifically for iPhones.

Reports indicate that Beats executives are leading the development of these controllers. Apple frequently utilizes its subsidiary brand to test new product categories and compete at lower price points without affecting its premium product image. Gurman notes that Beats already offers various iPhone cases and USB-C cables that deviate from traditional Apple design approaches, making a gaming accessory a logical fit for the brand.

To appeal to a broader consumer base, the hardware would need to remain relatively affordable. This pricing strategy would likely require avoiding the expensive materials and finishes typically utilized in standard Apple products. Additionally, the lifestyle and culture surrounding gaming controllers align well with the Beats ecosystem.