And let's be real about Samsung et al -- before USB-C, they were using the utter dogshit micro USB connector (funfact -- this terrible connector became prevalent because the EU made a voluntary commitment with manufacturers to adopt it). micro-USB is a horrible connector from a user-experience and reliability perspective. USB-C was a massive, massive upgrade for those users.
In Apple land, everyone already had a bidirectional, reliable connector. Even today to most Apple users the switch from lightning to USB-C was just a sideways move.