# Apple developing iPhone game controllers under Beats brand Tech giant explores gaming accessories market through its subsidiary - **Source:** [The Verge (theverge.com)](https://www.theverge.com) - **Published:** 2026-09-13 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/cb4d90c7-d470-47cb-9169-e3891ed8e9ab ## Apple's gaming accessory plans Bloomberg reports Apple is developing two iPhone game controllers, likely to be marketed under the Beats brand. This marks Apple's potential entry into the gaming hardware market. Evidence of these controllers appeared in macOS 26.7 code, though they're designed for iPhones. The move aligns with Apple's history of using Beats for product experiments outside its premium lineup. ## Beats' strategic role Beats executives are leading this gaming controller initiative, continuing Apple's pattern of using the subsidiary for more affordable product categories. Beats already sells iPhone cases and USB-C cables that differ from Apple's typical design approach. This allows Apple to compete in price-sensitive markets without diluting its premium brand image. Gaming accessories represent a natural extension of Beats' product portfolio. ## Market positioning strategy The controllers will likely prioritize affordability over premium materials to appeal to broader gaming audiences. This contrasts with Apple's usual high-end positioning but follows Beats' established market approach. The gaming controller market is estimated to reach $5.6 billion globally by 2027. Apple's entry could disrupt competitors like Sony and Microsoft in the mobile gaming accessory space. ## Technical evidence MacRumors discovered references to two first-party game controllers in macOS 26.7 code last week. While found in macOS, Bloomberg confirms the accessories are iPhone-focused. This suggests potential cross-device compatibility. The discovery follows longstanding rumors about Apple's interest in gaming hardware, dating back to patent filings in early 2020s. ## Brand differentiation Using Beats for gaming accessories allows Apple to tap into the brand's youth-oriented, lifestyle appeal. Beats' existing reputation in music and streetwear aligns well with gaming culture. This strategy mirrors how Alphabet uses Nest for smart home products separate from Google's core offerings. It provides flexibility in pricing and marketing approaches. ## Industry context The mobile gaming market is projected to grow 8.3% annually through 2030, reaching $338 billion. Apple's move comes as smartphone manufacturers increasingly diversify into accessories. Samsung recently partnered with Xbox for controller integration, while Razer dominates the premium mobile controller segment. Apple's entry could reshape competitive dynamics. ## Product development approach Apple typically tests new product categories through subsidiaries before potential mainline adoption. The company used Beats to re-enter the headphone market before launching AirPods. Similarly, the HomePod followed Beats audio products. This controller development suggests Apple sees gaming as a strategic growth area worth gradual investment. ## Strategic implications Apple's controller development signals deeper gaming ambitions beyond Apple Arcade. Combined with iPhone 15 Pro's gaming capabilities and upcoming AR/VR headsets, Apple is building a comprehensive gaming ecosystem. This could pressure console manufacturers and create new revenue streams as smartphone sales growth slows industry-wide. ## Sources covering this story - https://www.theverge.com/tech/994426/apple-iphone-game-controllers — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._