Can anyone come up with a feasible reason why they haven't done this? Other than allow the connector to go in either way up, what advantages does Lightning provide?
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1. Force you to buy overpriced cables
2. Lock you in - once you have a bunch of iPhone-only peripherals, you're more likely to keep buying iPhones rather than switching brands
So you say what they just unlocked all the users of previous iPhones and iPods, because the connector is no longer the same.
Some weird Apple marketing strategy (to have different port than anyone else) would be my biggest guess. Also, the USB probably isn't the best choice (as others mentioned you want to have audio and other stuff in one port).. but Apple was among the manufacturers to agree on the micro-usb just few years back.
Lightning is just a redo of the 30 pin dock connector. It's STILL a 30 pin dock connector.
The point of a 30 pin dock connector is to make it so it's easy as hell to make 3rd party accessories for the devices, which you'll notice are legion.
The adapter is the right choice. It's not just a charging port.