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I can't believe you guys have argued so much over this. All 3 companies have been gradually improving their controllers based on their own as well as competing controllers.

Lets start with the SNES controller. A decent controller for the time.

Sony took the idea and improved it with extra shoulder buttons and extra casing for more comfortable grip (original PS1 controller).

Nintendo introduced an analog stick on N64. Sony brought in dual analog sticks which greatly benefited 3D games (although not truly realised until PS2).

Nintendo and Microsoft both use dual analog designs in Gamecube and Xbox realising the benefit of 2 analog sticks. They change the layout realising the increased use of the left analog stick over the D-pad. The shape of the casing is based on their own R&D and marketing.

Not going to get into motions controllers, but needless to say, improvements based on their own R&D and looking at the competition continues.