https://www.cnet.com/news/2018-iphone-x-with-usb-c-why-we-want-it-and-wont-get-it-lightning/

In 2012, Schiller says the iPod 30-pin connector, which launched in 2003, has served the company well for almost a decade.

Lightning had a lot going for it: It was smaller, faster and reversible. But for the owners of tens of millions of instantly obsolete accessories, it was a painful, acrimonious conversion. It took years for people and businesses -- especially hotel alarm clocks -- to transition away from the mighty 30-pin connector.