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They could develop ALSO their protocol and offer both.

I don't recognise Apple as the proponent of the new open standards. They didn't offer lightning to everyone, hell, even to make the lightning cable I'd have to pay a heavy licensing fee.

Apple is not open and proponent of the common standards, hence they must be forced to adapt open standards in the name of interoperability.

Personally I'd prefer lightning port on my phone instead of this stupid and fragile USB-c, bit since Apple wasn't interested in opening their standard.