Apple is reportedly working on Beats gaming controllers and a new Apple TV

Apple is developing two gaming controllers for the iPhone under the Beats brand, while an updated Apple TV is expected to arrive this fall, according to Bloomberg’s Mark Gurman in his Power On newsletter.

References to two unannounced controllers appeared in iOS code a little over a week ago. Gurman says Apple has been working on them for more than a year and sees room to compete with popular third-party accessories in what it considers a growing market.

The controllers are expected to launch under the Beats name, with the brand’s leadership overseeing the concept and development. Apple has increasingly used Beats to experiment with new product categories and expand its accessories business without putting those products under the company’s more premium core brand.

Beats already sells iPhone cases and USB-C cables that sit outside Apple’s usual design approach. A gaming controller would fit the same strategy, since reaching a broader audience would likely require a lower price point and therefore fewer premium materials and finishes.

Gurman also explained why Apple TV has gone four years without a hardware update. The current model has fallen behind in several areas, with slower performance and audio and smart-home capabilities that no longer compare as well with competing devices. At the same time, memory shortages pushed its starting price from $129 to $199.

Apple has reportedly been trying to launch a new model since 2024, but wanted the device to arrive alongside the next generation of Siri, which was delayed over the same period. With those AI features now ready, a refreshed Apple TV with new Siri support and a faster processor is expected this fall.