Apple Reportedly Developing iPhone Game Controllers Under Beats Brand
According to Bloomberg's Mark Gurman, Apple is working on two game controllers for the iPhone that will likely be sold under its Beats brand.
A new gaming accessory from Apple
Apple is reportedly developing two game controllers designed for the iPhone, according to Bloomberg journalist Mark Gurman, as reported by The Verge. Gurman says the new accessories will likely be sold under Apple's subsidiary brand Beats rather than the main Apple label.
How the rumor emerged
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 controllers identified as first-party devices. Although the references were found in macOS rather than iOS code, Gurman says the controllers are actually being designed for iPhones.
Why Beats
Gurman notes that Beats executives, not Apple's core team, are leading the project. Apple has previously used Beats to experiment with new product categories and compete at lower price points without affecting its premium main brand's image. As an example, Gurman points out that Beats already sells iPhone cases and USB-C cables that don't necessarily follow Apple's usual design approach. To reach a broad audience, a controller needs to be relatively affordable, meaning it would skip some of the pricier materials and finishes typically associated with Apple products. The culture and lifestyle around gaming controllers also fits naturally with the Beats brand identity.
Context
The report comes amid widespread global discussion about the upcoming iPhone 18 Pro Max and the expansion of Apple's accessory lineup. Specific details about release timing, pricing, or technical specifications of the controllers were not mentioned in the source.
