I'm not an Apple fanboi that believes everything that comes out of Cupertino is beyond reproach. But in this case, I think they are getting it as right as they can.
Thank you again for your reply. It shows that there are so many things to take into consideration.
What really does not convince me is that they're going for their own proprietary connector. If they had gone the length of forming a consortium in which google, sony, jvc and the other players played a role then I could see it.
I think that they're creating a paradoxical situation in which a very common device (earbuds) that is used for a very basic function (listening to stuff) is going to be incompatible with half of their line of products (computers) without adding a real functionality. I can see the Apple Pencil being incompatible with the MBP, but I can't see earbuds.
Now, one argument is that they are pushing BT. I understand that it is already available, so I don't see the need for it. However, let's suppose that they're making a statement with this move: BT is the near future and they want to push the tech envelope (although they still sell 5400rpm HDDs....).
I can see only one way that they can pull it through without harming Apple: pull out the earbuds from the iPhone's box, and give the customers two options: free (but limited) Lightning earbuds or a very cheap ($10/$15) upgrade to BT earbuds. I don't think that anything else would work.
Let me add one thing. Right now I fear the worst; the latest ad together with this news makes me fear for the Mac. I can't see them adding the lightning port to the Mac, especially the Air or the Macbook. I can't see them requiring an adapter to use iPhone's earbuds with their own Mac products.
What if they're ready to destroy the portable Mac line? I fear that they see the Macbooks as a dead product and that they see the iMac as the new professional device (at home, never moves, powerful) which would work as a non-iOS device, while keeping all the iOS devices for mobility.