Apple working on first-party game controllers, likely under Beats brand

Apple has spent more than a year developing its own game controllers and is likely to sell them under the Beats name rather than its main brand, according to Bloomberg News‘ Mark Gurman.

The project is being led by Beats executives on both product conception and engineering, Gurman reported in his Power On newsletter. Apple sees dedicated controllers as a growing market and wants a piece of it, after years of selling third-party options such as Backbone and SteelSeries devices through its own channels.

The effort follows code references that surfaced earlier this month in a macOS beta, pointing to two unreleased first-party controllers identified as T6502 and T1057. Those listings described conventional gamepad hardware, including a D-pad, dual analog thumbsticks, face buttons, shoulder buttons, analog triggers, and haptic motors. One model appears wired; the other is described as adding Bluetooth, motion sensors, and richer haptic feedback.

Gurman said the Beats label is a strategic fit. Apple has already used the subsidiary — acquired in 2014 — for iPhone cases, USB-C cables, and other accessories that sit below the materials, finishes, and prices associated with the Apple brand. A controller aimed at a broad audience would need to stay relatively affordable, which argues against the premium approach typical of Apple-branded hardware. The culture around gaming accessories also aligns more naturally with Beats than with Apple’s core lineup, he wrote.

No pricing, design details, or launch window have been disclosed. Existing Made for iPhone controllers and console pads from PlayStation and Xbox already work with Apple devices; a first-party option could still tighten the company’s grip on mobile and Apple TV gaming as more demanding titles arrive on iOS and Mac.

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Source link: https://macdailynews.com/2026/09/14/apple-working-on-first-party-game-controllers-likely-under-beats-brand/