How many of us would want to buy anything, from Apple or anyone else, that connects to absolutely nothing that already exists?I obviously have no way of really knowing this but what if Apple was about to introduce a new connector which was faster, smaller, more capability that the lightning? Maybe not ready yet which is why sticking with Lighting vs USB-C - but since they are going USB-C on iPads probably not true.
And now EU wouldn't let them introduce it without going public and trying to get approval.
If Apple launched L2, I can't see anyone rushing to buy anything that has it. Unless L2 incorporates some reasonable compatibility with what already exists. Even if it is ten times as fast, can have a ten times longer cable, and goodness knows what else.
Maybe they could put a piece of optical fibre into a Lightning cable and achieve stonking speeds. But if it is only iPhones that have it, so what? Phone-to-phone isn't that common a requirement.