Apple is developing an official controller for the iPhone.

Apple might be gearing up to dive into the game controller market. Reports suggest that the company is developing an official game controller specifically for the iPhone, with two different models in the works. This initiative has been in progress for over a year, aiming to compete with the numerous third-party controllers available for mobile gaming.

Interestingly, instead of launching the new controller under the Apple brand, it will be released through Beats, with the subsidiary’s executives spearheading the product’s engineering and design. This approach allows Apple to create products that may not align with its premium brand image. To appeal to a broader audience, the iPhone controller will likely utilize more cost-effective materials than those typically found in Apple’s products. The company sees these peripherals as a natural fit for the Beats brand.

Historically, under Steve Jobs, Apple had a complicated relationship with gaming. Notably, John Carmack, the legendary programmer behind Doom, once remarked that “Steve Jobs doesn’t care about games.” Whether or not that was entirely accurate, it was widely believed that gaming wasn’t a top priority during Jobs’ tenure.

However, since 2019, Apple has been actively involved in gaming through Apple Arcade, a subscription service that provides access to a vast library of mobile games for $49.99 a year. Given that many games on the service perform significantly better with a physical controller, it makes sense for Apple to introduce its own first-party option. Currently, the iPhone supports a variety of third-party controllers, ranging from attachments that transform the device into a handheld console to established options like the DualShock 4, DualSense, Xbox Wireless Controller, Joy-Cons, and Nintendo Switch Pro Controller.

There’s a solid selection of titles available right now.