Bloomberg's Mark Gurman reports that Apple is developing two game controllers for the iPhone, and they will likely be sold under the Beats brand. The report comes days after MacRumors discovered references to two first-party controllers in macOS 26.7 code.
Despite the code being found in macOS rather than iOS, Gurman says the controllers are designed specifically for iPhones, with Beats executives leading the product development. This fits Apple's pattern of using Beats to experiment in new product categories at lower price points -- the subsidiary already sells iPhone cases and USB-C cables that don't follow Apple's typical design language.
As Gurman notes, a controller makes strategic sense under the Beats umbrella: it needs to be affordable to reach a broad audience, which means avoiding the premium materials and finishes associated with Apple's main product line. The gaming culture and lifestyle around controllers also fits naturally under Beats.
Rumors of Apple entering the game controller market have circulated for some time, and the macOS code references appear to be the first concrete evidence of first-party hardware. The move would put Apple in direct competition with established players like 8BitDo, Backbone, and Razer in the growing mobile gaming accessories market.
