Apple developing two iPhone game controllers under Beats brand

Bloomberg analyst Mark Gurman reported that Apple is working on two new game controllers intended for iPhone users, and that the devices will probably be marketed under the Beats brand. The information follows longstanding speculation about Apple entering the game‑controller market and was bolstered last week by a MacRumors investigation that uncovered references to two first‑party controllers in the macOS 26.7 codebase. Although the code appears in macOS rather than iOS, Gurman confirmed that the hardware is being designed specifically for iPhone compatibility.

According to Gurman, senior Beats executives are spearheading the project, reflecting Apple’s pattern of using its Beats subsidiary to test new product categories and challenge competitors. If the controllers reach the market, they would represent Apple’s first official entry into dedicated gaming accessories for its mobile platform, expanding the ecosystem beyond the current reliance on third‑party peripherals. The rollout timeline has not been disclosed, but industry observers anticipate a launch later this year or early next year.