Apple is reportedly working on two game controllers designed for the iPhone, and they will most likely reach the market under the Beats brand, according to Bloomberg's Mark Gurman.

The accessories surfaced earlier this month when references to two unreleased Apple controllers were said to have been discovered in code for the macOS 26.7 beta. Gurman has now added new context in his Power On newsletter, describing how far along the products are and where they might fit within Apple's lineup.

What Gurman reported

According to the newsletter, the two controllers have been in development for more than a year and are intended for use with the iPhone. Gurman said they will likely carry Beats branding rather than being sold directly under the Apple name.

"Apple sees this as a growing market and wants in," Gurman wrote, framing the effort as a bid to establish a presence in mobile gaming hardware. He did not share pricing or a release timeframe, so it remains unclear when the controllers might launch or how they will be positioned against existing third-party options.

Why Beats branding makes sense

Apple acquired Beats in 2014, and the brand has steadily grown beyond its origins in headphones and speakers. In recent years, Beats has expanded into accessories such as charging cables and iPhone cases, giving Apple a secondary consumer brand that can carry products without attaching the Apple logo directly.

Using Beats for game controllers would follow that pattern. It allows Apple to enter a competitive accessory category while keeping some distance from its core product line, an approach that gives the company flexibility on design, pricing, and marketing.

Why it matters

Mobile gaming has become a significant driver of activity on the iPhone, yet Apple has largely left physical controllers to third-party manufacturers. First-party or Beats-branded hardware would mark a shift, offering iPhone owners an option designed and sold within Apple's own ecosystem.

For now, the details remain limited to what has been reported. The controllers have not been officially announced, and Apple has not confirmed any plans. Readers should treat the specifics as rumor until the company provides its own information. Still, the combination of beta-code references and Gurman's reporting suggests the project is real and has been in the works for some time.

If the controllers do arrive under the Beats name, they would join a lineup of accessories that increasingly positions Beats as Apple's outlet for products that complement the iPhone without carrying the flagship brand.