Though Apple has released a wide assortment of devices over the years, the company is reportedly looking to expand its product lineup further with a new gaming controller. Rumours of such a device have been circulating for some time, but a new report suggests that the upcoming gamepad could be launched under the company’s Beats brand.
This detail comes from Bloomberg’s Mark Gurman, who reported it in his latest Power On newsletter. In it, he corroborated previous reports claiming that Apple is working on two gaming controllers for the iPhone, noting that the company has been developing it for more than a year. The Bloomberg writer adds that the company’s goal is to compete with “a slew of popular third-party options”, as the company reportedly “sees this as a growing market and wants in”.
What is interesting, however, is the aforementioned Beats branding. Gurman notes that the product’s engineering and conception are being led by Beats executives. He adds that Apple appears to be strategically using the subsidiary to experiment with new product categories and “capitalise on the third-party accessories market without putting certain types of products under the more premium Apple brand.”
This could also allow Apple to position the controller differently from its usual products. Without the bitten fruit branding, the company could potentially offer a more affordable accessory without having to adhere as closely to the premium positioning typically associated with its main brand. At the same time, having Beats lead the product’s development could give its designers more room to shape the controller around the subsidiary’s identity, while still allowing Apple to tap into the growing gaming accessories market. That said, Gurman did not mention a release window for the upcoming product.
Before we conclude, it’s worth keeping in mind that while Gurman is widely known for his accurate reporting on the tech giant, his latest claims remain unverified. As such, it’s best to take this information with a grain of salt until Apple or Beats officially announces the product.
(Source: Bloomberg)
