This does come with limitations though: you can only connect up to 10 bulbs, there's no remote control once you leave the house, and third-party app integrations aren't supported. Still, the added versatility should make Hue more appealing to anyone not ready to go "all in" by bringing the entry price down. It does, however, mean using a new standalone Hue BT app. Instead you can simply screw the bulb in and connect it directly with your phone. Thanks to Bluetooth, one of those options is to not use a hub at all.
In 2019, Signify discovered this miraculous standard called Bluetooth, and going forward all Hue bulbs will offer Bluetooth and Zigbee, giving you options when it comes to setup. If you want to do it differently though, read on. It's worth pointing out that installing the Hue Bridge is the best way to go - it gives you the best, most reliable control over your Hue smart lights, and access to all the functionality of the Hue apps.