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Until they update their hub (or release a new one), I can't add any bulbs, switches, or sensors to my setup – I'm maxed out. It's unfortunate!
It’s a Zigbee limitation as far as I’m aware. After about 50 you start to notice a slow down. Just buy a second hub and split your devices evenly. If you use HomeKit it’s seamless as HomeKit doesn’t care which hub each device is from, it just treats them all as individual devices. And if you use Hue app automations… we’ll just don’t lol.
 
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Philips is actually related to Philips Hue in name only. Philips has been selling off all non-health-related businesses for years now. The Hue line is manufactured by Signify, which purchased the right to continue using the Philips name and branding. Similarly for batteries, monitors, etc. Philips is now focusing on ultrasound machines, MRIs, etc., as well as some products that are more related to personal health (air fryers, shavers, etc.).
Signify is the former lighting division of Philips. It was spun off in 2016 as Philips Lighting, then renamed to Signify in 2018.
 
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