They did. Were you aware Apple was one of the main inventors of USB-C? While it was a large industry-wide effort, Apple contributed greatly to the creation of the standard. Others were too slow to adopt it and Apple wasn't willing to wait years to replace the 30-pin dock connector.
I have a suspicion the story is even more interesting than that.
For the record, I have
no insider information. However, by reading the tea leaves, here's what I believe likely happened:
Apple was working with the USB-IF, who was looking to a next generation connector. I think it likely Apple already was looking at/experimenting with what was to become Lightning (because it is known that Apple had been working on various connector paradigms well prior--I imagine Apple had/has a "connector lab" with all manner of connectors having been imagined/examined). Apple showed Lightning to the USB-IF, and they liked it. This would have been in the waning days of Steve Jobs, say 2009 or 2010. Apple engineers had determined the optimal pin count for Lightning, and it was as it currently exists, 16-pin. Now, most things you read (including Wikipedia, right now) will say Lightning has an 8-pin count. But that's inaccurate! The connector, as with Type-C, is indeed double-sided capable. Regardless, Type-C is 24-pin (12 per side, double sided). The USB-IF wanted to maintain USB 2.0 backwards compatibility in the same port in the next-gen spec, which requires an additional 4-pins. However that would severely impact the number of "lanes" the spec could carry, if you're constrained to 16-pins. Apple, of course, had no use for that; they were already seeing the "future" with Thunderbolt (which they were working on), and had with Firewire: let the remote end of the connection provide lower-bandwidth backwards compatibility, via "dongles". That paradigm was "progressive" and generated a secondary market for dongles and accessories, which was profitable, and Apple already knew that. I think it likely Apple and the USB-IF tussled over this. MEANWHILE, back at the ranch, there was a contingent within Apple (likely driven by Jobs and parroted by his sycophant Phil Schiller) that was eyeing that potentially very-profitable accessories market that would result if Apple held Lightning for itself. Dreams of licensing fees, certification programs, advertising, fees… fees… fees! This was a fight that had been fought before, several times (and documented) in Apple's history: open vs proprietary. Unfortunately, for all of us, that contingent won out. At the slightest pushback from the USB-IF, Jobs and tribe said "OK, screw you." The USB-IF went with "Plan B", a mechanically inferior connector system with more pins.
Why do I say "mechanically inferior"? Because the Type-C eschews the substantially more simple connector system gender paradigm that Lightning has: male and female, plug and receptacle, for a more complex hermaphroditic system that sees both plug and receptacle on BOTH sides of the connector system. What do I mean? Well, the Lightning plug goes into the Lightning receptacle. Pretty simple. The electrical connection is made subsequently, inside the receptacle. Likewise, the Lightning system is load bearing, can be considered a "solid slab" when joined. With Type-C, the plug goes into the receptacle, however the plug also has a "receptacle", into which another "plug" sitting within the receptacle slides. The electrical connection is subsequently made, inside the
plug. But due to size constraints—basic physics—the parts get significantly smaller and more fragile, just like with matryoshka dolls. That small "tongue" in the receptacle is
dainty! And that paradigm had
already been known to be a significant longevity problem with the micro-USB connector system. The plug has to be thicker to accommodate the hole/ "receptacle" within in it, which is needed to accommodate a smaller "plug" which needs to be thick and big enough to withstand repeated insertions over some proscribed lifespan without breaking off, which in turn means the overall connector system "receptacle" needs to be bigger to accommodate the "plug". And, the "receptacle" now also has a thin component sitting inside like a stalagmite, just waiting to be snapped off by an errant object's intrusion. This all amounts to mechanical inferiority. It is de facto bigger, more prone to damage, and more complex.
As for the electrical side, as we see today, all of the exciting stuff, speed-wise and flexibility-wise, is happening on the four "SuperSpeed" lanes. The four pins dedicated to USB 2.0 backwards compatibly are… well… "there". Great. Fine. And there are four, because the backwards compatibility has to be maintained through "double-sided", meaning there are D+ and D- on "top" AND "bottom" of the plug! A waste of 2 pins. There is another waste of pins by the dramatic duplication of Power and Ground, encompassing a further 4 of the 24 pins. Hmmm… suddenly we're back down to Lightning connector pin count! Now, surely, the extra power pin count has ushered in USB Power Delivery. Certainly, Lightning could not have carried, cannot carry the amount of voltage and current that Type-C PD does. To be seen how things could have been different in that area, and I, for one, really do appreciate USB-PD. But Thunderbolt 3/4 and USB4 most certainly could be carried over Lightning, the lanes they use are all there. Apple actually has a USB 3 implement over Lightning on their USB Camera Card Adapter. And Apple even tipped their hand with a double-sided Lightning receptacle in some iPad models. So, electrically, Lightning theoretically is just as capable as Type-C, with very few exceptions. Which is completely contrary, it seems, to much of what the tech punditry seems to imply.
So… it has to be asked: Why is the world moving/being forced towards a mechanically inferior, less durable, shorter longevity connector system with, at best, "arguable" electrical benefit??
Because it is highly likely that the powers that be at Apple decided (out of complete arrogant hubris, most probably) to pursue short-term—a decade of—profits. Thanks, Apple.