I mean it's an interesting point. Tesla made their own charging plug because they didn't like J1772, who's to say Apple wouldn't do the same? It's the one part of Apple's track record I don't think anyone can possibly argue against.
If the landscape is dotted with three types of chargers, two of which are mutually incompatible, what does that mean for consumers and range?
That's a polite interpretation. I assume the real reason is they wanted to create a walled garden. Seems like the EU, at least, forced their hand on that one.