Fair enough, but how many average or casual gamers are going to be aware of this? That was the main comparison I was making.

For full-on gimmicks, Nintendo has the edge. Wiimote and the Wii Motion Plus, Wii U GamePad, JoyCon Features, and the like. But for who is better at implementing gimmicks into a standard controller, it's easily Sony.
Sony added gimmicks like the touchpad, light bar, and speaker to the DualShock 4. But it's actually considered one of the most ergonomic PlayStation controllers. Shame about its battery. I haven't used a DualSense, but I hear the gimmicks are implemented well.

Gonna say Nintendo. They're more experimental even if the experiments don't always work.

Sony plays it safe... with a template that was largely established by Nintendo in terms of layout. I will say, however, that my first encounter with dual analog sticks was the Dualshock 1, and that was an important step in the evolution of 3-D games, as it allowed better control of both the player character and the camera.

4 face buttons, analog, rumble and shoulder buttons.... Nintendo all day.

Sony does a good job of improving innovation.  

Haptic for me is about as overrated as it gets.  Still love my ps5.

Nintendo might be more innovative, but Sony especially with the Dualsense implements their Innovations much better. 3D audio trough the controller, haptics both trigger and controller and the touchpad are actually well utilised in many games.

Ever since the Switch lite launched most of the interesting things about the Joy-Cons died. Haptic feedback is barely used anymore and the Switch lite can't Switch so that also made sure the more interesting aspects of the joy con aren't used anymore.

Eyetoy did motion controls before the Wii did. The PS3 also introduced the gyro sixthaxis and it's still utilised in games to this day.

Nintendo. They are usually the ones that start the innovations, then the rest follows.

Isnt the dual sense technology done by the guy who did the switch joy con?

Nintendo and it's not even close. Sony often half-hazard copied Nintendo. Dual sense added stuff already existing in Switch and Xbox controllers for the most part. Willing to bet a lot of games don't use it that much anymore unless someone wants to correct that. Nintendo doesn't just add features to controllers they typically build the entire console around the concept. Sony doesn't.

Believe it or not not only did Nintendo not introduce shoulder buttons but Sony didn't introduce dual analog. XE-1AP. SEGA Mega Drive 1989 released only in Japan.

Dual Analog controller with shoulder buttons.

For being different and innovation, I'd say Nintendo. Sony basically takes what already works and improves it. Both have great controller setups.

I think what's important to remember in these discussions is not just who did it "first", but whose implementation lead to widespread adoption. You can see the direct influence of the N64 controller on the industry. Not so much with this device.