Apple Developing iPhone Game Controllers Under Beats Brand
Bloomberg's Mark Gurman reports that Apple is developing two game controllers designed for iPhones, likely to be sold under its subsidiary brand, Beats. The development was hinted at through code references in macOS 26.7, though the devices are intended for iOS use. Beats executives are leading this initiative as part of a strategy where Apple uses its lower-cost brands like Beats to experiment with new product categories and reach broader audiences without compromising the premium image of core Apple products. Gurman notes that Beats already offers iPhone accessories such as cases and cables, which aligns with their approach for these controllers. The devices are expected to be more affordable than typical Apple hardware, using less expensive materials while still fitting into the gaming lifestyle associated with the Beats brand.
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Topics: Apple Beats gaming controllers iPhone