US retailer Target is taking pre-orders for what looks to be a third-party "PlayStation 4 Elite Wireless Controller", fuelling speculation that a new official DualShock 4 controller will be revealed at Thursday's PlayStation event.

Like the Xbox Elite controller, the PlayStation 4 Elite has interchangeable parts, allowing users to swap out various d-pads, thumb sticks, and paddles. Notably, it is compatible with the Xbox Elite Controller's accessories.

According to Target's listing, it is Bluetooth compatible, and features fully customisable buttons and triggers.

The PlayStation 4 Elite Wireless Controller is US$80 (about NZ$109 / AU$105).

Sony is expected to reveal the PlayStation Neo at an event taking place this Thursday at 9am AEST.

Is an upgraded DualShock 4 coming this week?