Yeah that's a lie though, first of all the cable isolation on Apple cables is worst quality in the industry, and to stop their consumers from looking outside apple branded gear they introduce MFI and similar programs where they require an official apple chip in more and more accessories for it to be allowed in the apple world.
The only place where they are truly innovating is in how to box in the people that bought into their ecosystems with ICloud, MFI, M1?etc. If you do dare to leave for Android you better be smart about it or Apple will eat the messages from every IOS device out there.
Personally I think it's creepy and it makes me feel boxed in.
Note: I chose my words carefully. I never claimed that Apple had the _best_ quality cables/dongles.
I said: "I know the quality level". I've had plenty of Apple cables/dongles fail over the years... but they deteriorate at expected rates that I understand. Going with third-party accessories you may be able to do better... but is a complete lottery...