They've switched every other non-iPhone device to USB-C. The more plausible interpretation would be that they don't want to piss off a core constituency of customers who've built up 10 years of Lightning cables. The number of people who care about standardizing on USB-C are definitely less than the vocal folks who will now complain loudly that Apple just forced them to buy a whole bunch of expensive new cables.
At least USB-C is more durable by far than Micro USB was, even if it's not as durable as Lightning. Nothing can fix the stupidity of USB-C cables, though. What a mess.