Apple's done this many times before. The introduce Apple-branded products (printers, monitors, digital camera, networking, etc.) where they do so to make a dramatic improvement over the state of the art, then they're willing to kill off their Apple-branded products in order to get third parties to support Apple.
For example, Apple's LaserWriter was the first consumer networked printer, with Postscript, and they also had a highly profitable line of lower-end printers. Apple killed off their entire line of printers because they got all the major printer manufacturers to support the Mac, so even though it cost Apple $1B/year in printer sales revenue, broader industry support ultimately benefitted the Mac platform's growth.
Apple introduced the first easy to use consumer digital camera, which triggered competitive innovation in the industry, which was Apple's goal, after which they killed their camera product and sold partner cameras.
Heck, they had the first cheaply and easily networked computer, and they killed off their proprietary technology in favor of Ethernet as soon as it was possible. Same with USB replacing their proprietary keyboard and mouse connectors.
They just replaced their Thunderbolt with USB (specifically, USB-C with the latest USB bandwidth), now that it's finally fast enough to drive monitors well.
I'm impressed that Apple is willing to innovate ahead of the marketplace, and then to kill off their innovations when, years later, the marketplace catches up. Even more, Apple usually actively works to advance the state of the art in order to be able to kill off their proprietary innovations, because it's ultimately best for customers.