Well, except for that USB thing of course.
The thing people don't seem to understand is that Apple has specific reasons for its connectors. The 30-pin connector had power (initially 5 and 12 volt), digital video, digital audio, analog audio, and a bunch of control channels. What do you want Apple to do, put a********* centronics port on the iDevice line? Lightning - it's fast, reversible, and has power. And it's robust.
They could have used USB. Sure: the connector is big, retarded, and is being replaced. What about mini and micro USB? They didn't exist when the iPod was released.
Even today USB C still too big for mobile. For previous USB versions, it's a pain to insert them. I've almost broken my Samsung devices trying to shove the damn micro-usb cable in. I inevitably have to try to insert a USB cable twice. It's stupid.
If people with this attitude had their way we'd be using ultra-wide SCSI cables on our phones, and trying to figure out how to screw in the DB25s.