Apple reportedly developing iPhone game controllers, likely under Beats brand
Bloomberg's Mark Gurman reports Apple is working on two game controllers for the iPhone that will likely be sold under the Beats brand, following earlier code references found by MacRumors.
Bloomberg journalist Mark Gurman reports that Apple is developing two game controllers designed for use with the iPhone. According to Gurman, the accessories will likely be sold under Apple's Beats brand rather than the main Apple label.
Speculation that Apple might enter the game controller market has circulated for some time. Last week, MacRumors reported finding two references in the macOS 26.7 code to game controllers identified internally as first-party devices.
Although the references were found in macOS rather than iOS code, Gurman says the controllers are actually designed for iPhones. He also notes that the project is being led by Beats executives rather than Apple's core hardware team.
Why Beats makes sense
Apple has occasionally used the Beats brand to experiment with new product categories and to compete at lower price points without affecting the premium image of its main Apple lineup. Gurman points out that Beats already sells iPhone cases and USB-C cables whose design doesn't necessarily follow Apple's usual aesthetic approach.
A game controller fits naturally into that strategy. To appeal to a broad audience, such a product needs to be relatively affordable, meaning it would likely skip the more expensive materials and finishes typically associated with Apple devices. Gurman also suggests that the culture surrounding gaming accessories aligns well with the Beats brand identity.
