Apple is reportedly considering using the Beats brand as a sub-label for lower-priced, experimental products, starting with gaming controllers for iPhone developed over the past year. Rather than carrying Apple branding, these products would allow the company to tap the third-party accessories market without diluting the premium Apple brand image.
Apple is developing gaming controllers for iPhone that may launch under its Beats brand instead of Apple's own label. Two controllers codenamed T6502 and T1057 are in development with dual thumbsticks, shoulder buttons, and D-pads, with Beats executives leading product engineering. A Beats-branded controller could offer more affordable pricing while leveraging overlap between gaming and Beats brand communities.
Apple is developing two game controllers for iPhone that will likely be sold under the Beats brand, according to Bloomberg's Mark Gurman. Code references were found in macOS 26.7, and Beats executives are leading the product development. Apple plans to use the Beats subsidiary to keep prices affordable and avoid premium materials typically associated with Apple products.
Apple is developing its own game controllers for iPhone, with two prototypes identified in macOS beta code featuring D-Pad, thumbsticks, haptic motors, and motion controls. The accessory may be branded under Beats to target lower price points, and could also enhance gaming on Apple TV 4K.