In some image on this site each company has a certain motto for their controller design
MS says if it ain’t broke don’t fix it.
Sony says you can always improve.
Nintendo said the only way to succeed is through innovation.
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And then there’s PC controllers which basically just throw buttons on a random shape.

Nintendo definitely goes through much bigger design changes compared to their current competition. Sony's stuck to the basic DualShock design going on 20 years now, only changing things like how the R2 and L2 shoulder buttons now function more like triggers and of course on PS4 you've got the mini touchpad. Microsoft did go through a major change with the old "Duke" Xbox controller to the later "S" controller, but since then the Xbox 360 and Xbox One keep most of the basic design elements of the Xbox original "S" styled controller.

I'm not really criticizing anyone for their choice in designs though, since hey I get Sony and Microsoft probably are just following the old "if it ain't broke, don't fix it" mentality, but still I would argue that Nintendo choosing to always really change up their designs each generation makes their controllers always stand out way more. I'm certainly interested in seeing what the NX controller looks like.