Apple developing iPhone game controllers under Beats brand

Apple is working on releasing its own gaming controllers for iPhone users. According to reports, the tech giant is preparing two different models simultaneously, which are likely to appear on the market under the Beats brand.

As Bloomberg's Mark Gurman reports, this new project is being led directly by Beats executives. Apple frequently uses its subsidiary to establish experimental product categories and strengthen its position in new markets.

Clues discovered in code

Rumours that Apple might be looking to enter the game controller market have circulated for a long time. However, last week MacRumors discovered references in the code of the macOS 26.7 operating system pointing to two first-party gaming devices.

Although the relevant code was found within the Mac operating system rather than iOS, Gurman reports that these controllers are primarily designed for the iPhone. It remains unknown whether they will also feature compatibility with Mac, iPad or Apple TV.

Why Apple is using the Beats brand

Choosing the Beats brand is a logical move. Apple frequently uses the subsidiary for products aimed at a broader, younger or more specific audience. This allows designers to create devices with a more aggressive or sporty look that might not fit the minimalist style of Apple's primary products.

As the iPhone's gaming capabilities expand, releasing official accessories is a logical next step. It is not yet known when the new controllers will be officially announced or how much they will cost.