Most certainly there are cables that are much better than the ones Apple is selling. I’ve been an iPhone/iPad user for more than 10 years and I no longer use Apple cables because they are gone in 6-8 months. This is an issue they had from the very beginning and which they utterly ignored.

In contrast, I bought an usb-c cable from one plus 5 years ago, which is still in perfect condition. With the iPhones, I use cables from some company (forgot the name) that have lifetime warranty. I swear I could tow my car with those, _for the same price_

So... you can buy non-Apple cables for your lightning iPhone that work well. So... there's no problem?

Lightening cables have currently seen a price fall as Apple introduced USB-C devices. Yes, it's an automatic win for us consumers when regulation creates industry standard and fosters competition as that gives us the option to buy a product from multiple vendor. When something is standardised it is better for the whole industry, and especially for us consumers as it means we are not forced to buy something whose design and manufacturing is dictated by a single company. With lightening cables, Apple dictated the design and manufacturing terms and thus had an influence on its price even for non-Apple branded cables. With USB-C as a standard it can no longer do so.