That was really weird, actually. Apple was frustrated that the USB consortium wasn’t making progress. So they developed Lightning. Then sent people there to help develop USB-C, when they already had a competing connector…

They should’ve been more patient, and sent people there directly, before developing a competitor, and adopted USB-C from the start.

With that move, they isolated themselves and their customers. It’s this arrogant “we’re smarter than anybody else” attitude they show sometimes, that irks a lot of people and end up being detrimental for their image. (And I say this as a long time Apple customer).