Apple working on first-party game controllers, likely under Beats brand

Sony DualShock 4 Wireless Controller
Apple has spent more than a year developing its own game controllers and is likely to sell them under the Beats name rather than its main brand, according to Bloomberg News‘ Mark Gurman.
The project is being led by Beats executives on both product conception and engineering, Gurman reported in his Power On newsletter. Apple sees dedicated controllers as a growing market and wants a piece of it, after years of selling third-party options such as Backbone