SummaryApple develops two first-party game controllers for the iPhoneHardware launches under the Beats brand rather than the main Apple lineupLower price points and lifestyle branding target a wider gaming audienceApple is supposedly developing two first-party iPhone game controllers to expand its mobile hardware ecosy

SummaryApple develops two first-party game controllers for the iPhoneHardware launches under the Beats brand rather than the main Apple lineupLower price points and lifestyle branding target a wider gaming audienceApple is supposedly developing two first-party iPhone game controllers to expand its mobile hardware ecosystem. Joe Rossignol reported the discovery on September 13, after finding references in the macOS 26.7 operating system code. Mark Gurman later confirmed that the hardware targets iPhone users despite the discovery in Mac software. Internal code identifies these devices as first-party products.The tech giant plans to release the hardware under the Beats brand to reach a different market demographic. Beats executives lead the development process according to reporting by Gurman. This move follows recent brand expansions into lifestyle accessories like phone cases and charging cables.iPhone game controllers released under this banner allow for more aggressive pricing. Manufacturers avoid the high-end finishes and premium materials found on mainline Apple products to lower costs. Lower price points help the company target a broader audience of mobile gamers.Using the subsidiary as an incubator lets the parent company test new categories without risking its flagship luxury status. Gaming culture fits the Beats lifestyle image better than the minimalist aesthetic of standard Mac accessories. These iPhone game controllers establish a first-party presence in a market previously served by third-party peripheral manufacturers.Click here to view full gallery at Hypebeast