USB-C makes much more sense, as a start, for the iPad Pro. The phones are completely well served by Lightning, going to USB-C would anger most Apple customers for Apple doing a "money grab" by "changing the ports again" (though I would welcome it just for universal compatibility). But functionally, USB-C doesn't offer too much of a benefit for phones.
For the iPad Pro though, it makes sense- people buying the "pro" device are probably more likely to view it as an upgrade. And it would allow much better use of peripherals. With lightning, if you use HDMI out, you lose all other functionality of the port except for charging. With USB-C, you could have video out, ethernet, audio, and even usb keyboard support with just one plug. And it seems fitting the iPad Pro would be able to share many dongles and peripherals with Macbooks.