I would argue that a hypothetical "superior standard" that only one manufacturer uses and is not interoperable is neither superior nor standard.
USB-C is quite a good standard, but it also incorporated some of the features of lightning, e.g. rotational symmetry, a significant usability enhancement.
The question is: could e.g. apple create a port which is significantly superior to USB-C, the way lightning was superior to Micro-USB?
I think there is already one: MagSafe/MagSafe2. Is it worth a new pile of chargers/wires along usb-c? I think no. Even apple discontinued it for a while.