From "Apple may already be preparing to introduce USB Type-C charging ports" which aired Wednesday on CNBC International:
Bryan Ma of IDC discusses the European Parliament's approval of a new law that would require electronic devices to use a common charger.
From Dalvin Brown's "Why Apple Is Fighting the EU Over Charging Cables" posted in May by the Wall Street Journal:
The lightning charging cable on Apple’s iPhone hasn’t changed in 10 years, but it just might for iPhones in the EU in favor of a more universal cable – the USB-C.
My take: For Apple, it was always less about money and more about control.