Let's see if I am reading this right as a mere spectator. Apple and Intel came up with a Thunderbolt standard, and evolved to 1, 2, 3. Apple and presumably Intel and others adopt the USB3 plug physical object as the future TB and MDP standard.
Not quite. Intel and Apple contributed two of the largest engineering resources teams that went into developing Type-C for USB.
"...
there is a seemingly
complete list of engineers from a number of companies (below) that contributed and Apple isn’t even in the top Chair or Editor roles, though it does have more listed contributors than all but a few companies, including Intel, Tyco and JAE.
All told, Apple contributed 18 of 79 named engineers listed on the connector certification project or under 23%.
...."
https://9to5mac.com/2015/03/14/apple-invent-usb-type-c/
There is actually more than 79 names on the PDF file from USB-IF. Some of those folks probably aren't front line engineers though (and/or putting tons of effort into ... as to just reviewing and adding commentary).
If toss FoxConn in with Apple (as they are often a proxy to stuff that Apple wants to roll out at scale) that would tilt the scales even more.
Apple threw substantive resources at Type C so it had what they needed it to have.
This merging into USB4 probably isn't tangential to Apple's internal roadmap either.
USB 4 (4) uses USB-C physical plug and TB3 standard and they are adopted as an industry standard, and prior to that Apple and other TB partners charged a large premium for compatibility assurances, cables, boards, etc. Apple and Intel have made bank and now that standard will be everywhere.
The notion that Intel (and Apple) charged a huge premium is somewhat grossly over stated. That is far more relative to the "race to the bottom" on quality and testing that USB often seems to fall into.
Thunderbolt controllers are $6-10 range.
https://ark.intel.com/content/www/us/en/ark/products/series/79641/thunderbolt-products.html
Yes that isn't $0.50-1.00 range but not huge problem for products that have decent margins on them. ( as opposed as cheap a possible from chop shop 52 with slave labor. ).
if some company wanted to go rogue and ship a half baked Thunderbolt product then Intel could just cut off the supply of TB controller and they'd be dead in the water.
There aren't grossly huge licensing fees. Competition was kept down ( there were not 50 different makers of any one specific Thunderbolt product). Certification was non trivial. Implementation of the "fall back" display and passthru modes was not trivial.
Intel was probably not loosing money developing Thunderbolt, but the notion that this was some giant money printer for Intel (or Apple) is a bit overblown.
The TB optical has yet to see wide adoption.
Apple has something to do with that. I think they have been one of the primary drivers of the "one port to rule them all" direction. By cranking the power from 10W up to 100W that really isn't catering to optical. Jump from mini-DisplayPort to USB 'owned' Type-C didn't really help either ( as factions in USB-IF have been highly resistant to optical ... afraid of costs and complexity).
It is a bit of a chicken and egg issue. The demand needs to be higher to get the costs down. And folks have been willing to go to shorter cables ( Thunderbolt 3 passive + USB 3.1 "universal cables" cap out at under 2m. ). Laptops using TBv3 as a standards based docking port ( again length not a driver).
I think if dramatic bandwidth increase gets back onto the table then optical will have a better growth driver. The gap between USB 2.0 and USB 3.0 lasted about eight years though. USB 3.2 is in the "fast enough" zone for a very large set of users. It wouldn't be surprising to see USB-IF to go back to sleep on bandwidth increases. 60-100Gb over copper has issues I don't think USB-IF is probably want to engage on for a while ( that will only drive costs substantive up.) and they also have a Type-C adoption rate issue to deal with ( perceived higher costs for Type-C is only going to inhibit that adoption. )