Interesting step by Apple yesterday. They've conceded the platform market share battle, and are just targeting three things: 1) monetizing their Beats acquisition and increase revenue per customer with their move to lightning earphones, and 2) improving the user experience through better audio, and the longer battery life and thinner phones that comes with losing the 3.5mm jack, and 3) better controlling peripherals, creating more revenue sources.
On the first, they could've adopted USB-C as a standard for iPhone ports, but lightning means sales of Beats headphones and royalties on sales of headphones by 3rd parties. They should do quite well on this front.
The second related point around achieving user experience will have to be a wait-and-see. Battery life is good. But is there real demand from the average person to hear better music? And do folks really want an even thinner phone?
The third is just greed.