September 19, 2026, 6:14 am | Read time: 2 minutes
Apple is reportedly working on its own game controllers for the iPhone. However, the most unusual part of the project might not be the hardware itself.
According to a report by Bloomberg, Apple is developing its own controllers for iPhone games. Several media outlets consistently report that the company has been working on these devices for a little over a year. This would allow Apple to enter a market currently dominated by accessory manufacturers and console providers like Sony and Microsoft.
Also interesting: PlayStation email causes outrage
So far, the company supports numerous external controllers on iPhone, iPad, and Mac. Users can connect models for Xbox or PlayStation to their devices. However, Apple has not yet offered its own hardware in this area. That might change now.
Beats to become the controller brand
The planned brand strategy is particularly striking. According to the report, the controllers will not appear under the Apple logo but will belong to the Beats brand. Apple’s subsidiary is primarily known for headphones, speakers, and audio accessories. Apple had already filed its own patents for three controller designs in 2022.
According to Bloomberg, Apple is increasingly using Beats to test new product categories. This could also make sense for controllers. Gaming accessories are often offered at lower prices than traditional Apple products. Under the Beats brand, a different pricing and product strategy could be pursued without altering the positioning of the core Apple brand.
Market launch still uncertain
There is currently no concrete information on price, technology, or a possible release timeframe. Apple itself has not yet commented on the reports. Therefore, it remains unclear whether the controllers will actually hit the market.
However, there have already been indications of development. In a pre-release version of macOS, references to two different game controllers were reportedly discovered. This suggests that Apple is working on several variants. Whether this will ultimately result in a finished product is still undecided.