Apple reportedly developing two iPhone game controllers

Apple is reportedly developing two game controllers for the iPhone and will likely sell them under the Beats brand, according to Bloomberg’s Mark Gurman.

Rumors of Apple entering the game-controller business have circulated for some time. Last week, MacRumors reported finding two references in the code of macOS 26.7 to two game controllers identified as first-party devices.

Although the code was found in macOS rather than iOS, Gurman says the controllers are designed for iPhones. He also says Beats executives are leading the product.

Apple sometimes uses its subsidiary brand to test new product categories and compete at lower price points without changing the positioning of its premium Apple lineup. Beats already sells iPhone cases and USB-C cables that do not necessarily follow Apple’s usual design approach.

Gurman says a controller could fit the Beats brand because reaching a broad audience would require a relatively affordable product. That could mean avoiding some of the more expensive materials and finishes typically associated with Apple products. He also says the culture and lifestyle surrounding gaming controllers could fit naturally under the Beats umbrella.