Back when Microsoft released the Xbox One Elite Controller, they couldn't supply enough to cover the demand. It was an instant success, yet Sony still hasn't made a move to do the same for their players. Now some opportunistic third party manufacturer has taken advantage of Sony's hesitation.
The hardware in question is called the PlayStation 4 Elite Controller, and as you can see on Target, it's more or less a replica of the Xbox One Elite controller - or at least very it's heavily inspired by it.
The controller will be released November 1, but keep in mind this not official hardware from Sony. It's priced in GBP at £63.97.
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