Apple is quite a fan of doing that as they require electronics in the connector for even a basic USB-A cable (Mostly so that they can charge the manufacturer a "Made For iPhone tax" on selling them an lightning authentication chip). This is most of the reason that Apple kept using lighting on iPhones even tho their laptops and tablets already got USB-C. Standard USB-C cables don't need an authentication chip inside the connector for most kinds of cables, hence they can't bill manufacturers for that chip.
I think that assessment of the situation is a bit unfair. A less-conspiracy-theorist explanation is that Apple didn’t want to be accused
again of abandoning another proprietary connector after a “short” time. That’s exactly what happened when Apple switched from the 30-pin Dock connector to Lightning. Apple used the Dock connector for 9 years (5 years if we only start counting from the iPhone’s release), and still people whined about them switching so soon. So it makes sense that they didn’t want to abandon Lightning quickly. As it is, Lightning got 12 years. I actually would have liked for them to switch to USB-C a bit sooner, but I totally understand the rationale behind wanting to stick with a connector (and the entire accessory ecosystem around it) for a while.
And of course the reason Apple invented Lightning is because nothing suitable existed before it. The approach it uses — ID chip to configure the port’s output signal type (USB, serial, etc) — is common now but was rare at the time. No standard data connector was reversible. Most were much bigger.
Everyone who enjoys those features in USB-C has Apple to thank for that, since Apple both showed the elegance of the basic design in Lightning, and participated in the USB Forum to get those niceties into USB-C. In a very real sense, USB-C
is Lightning 2.
Lightning is not a bad connector, it has some technical limitations versus USB-C, but for what most users need from it it is usually irrelevant.
Well it isn't surprising that USB-C has some advantages over Lightning since it came later and Lightning’s inventor helped create it. They learned what could be better and then helped make USB-C happen.
Point is that the world has chosen USB-C as the standard connector. There certainly are also flaws with USB-C too, but at least it did unify the world on fast charging standards, rather than having a mish mash of a pile of different incompatible fast charging standards…
Well, the world first chose micro-USB, and I’m definitely glad Apple stuck with Lightning instead of switching to micro-USB.
As for the plethora of charging protocols, I can’t blame Apple, Samsung, or anyone else for creating their own USB charging protocols, since at the time the USB standards simply didn’t include what they needed. It’s easy to be “smarter” in retrospect, but those were sound engineering and business decisions at the time.