The USB-C thing just made everything better. It cost Apple basically nothing---maybe a few million/year of profit, which for a company that's worth $3 trillion is nothing, and it made my and many other people's lives quite a bit more convenient.
Same with this Airdrop thing, and same with RCS (although there's some reporting that RCS had more to do with China than the EU).
Eventually, someone is going to break open iMessage, and poor Apple will actually have to compete again for customers. Maybe they'll innovate something more interesting than Airpods Ultra Mega Pro Max or a thinner phone.