This isn't just about video, the design helps to keep pin smaller and removes the need to having dedicated combination of pins to support a certain standard which may not be used anymore. For example, old 30 pin connected had support for FireWire which is no longer user anymore but connecter still needed to have those pins.

I think they know the issue of video quality and are working to fix that. The beauty of this design is they can improve the hardware/software to push data efficiently because it just needs to output data stream it's upto the cable to handle it. As Moore's law kicks in, cables would need smaller chips.

They no longer have to keep changing pin configuration to add support to newer connectors. The Cables will handle that in the software.

Except all it does is create a new problem for them, without solving an old one. If you're putting a SOC in the cable then it has to be powerful enough to talk to the new standard. So you need a custom cable and connector no matter what.

If you need a custom cable no matter what, then why not support a common standard - which is a standard and thus common to many devices - and then adapt it as necessary?

Instead you have this situation: you've got a proprietary standard which can't handle a common standard well in the first place (evidenced by the fact they made a compromise to make it work). It'd make sense if there was a lack of pins or something, but it doesn't - between USB and HDMI/DP there's every type of signalling you would need to support newer standards within the realms of the existing hardware.

It's Apple ecosystem lock in and that's it, but in this case its a worse outcome.

They're not going to be reprogramming iOS devices for faster bitrates - that means an IC change in the device. It also means an IC change in the cable. And at the end of the day still means...less capability then using standards would have.

>>They're not going to be reprogramming iOS devices for faster bitrates - that means an IC change in the device. It also means an IC change in the cable. And at the end of the day still means...less capability then using standards would have.

I am not sure the assumption that it would need a new chip is true. It may be a firmware issue that can be fixed in a software update.

>> It'd make sense if there was a lack of pins or something, but it doesn't - between USB and HDMI/DP there's every type of signalling you would need to support newer standards within the realms of the existing hardware.

Within in realm of existing hardware is the key point. 30 pin connector was used for 10 years. In those 10 years there has been huge change in Standards used and adopted. I would assume Apple has similar plans for Lightning.

Also USB and HDMI is not a perfect standard as you seem to imply. The docking port on iDevices is used for many other things including things which haven't been invented yet.

Standards like Micro USB 2 are non starters for Apple. With only 5 pins: +5V, Ground, 2 digital data pins, and a sense pin,most of the dock connector functions wouldn’t work – only charging and syncing would. Micro USB 3 is capable but Larger than Lightening. Also implementing Micro USB 3 would require a Chip on the host and also handle USB protocol on processor using precious PCB space. Also implementing HDMI on Micro USB needs a special convertor chip.

Also many devices break USB spec for allowed power to charge their devices. iPad with retina display, despite going over limits takes forever to charge. On lightening, device can multiplex all 8 pins to charge the device.

I agree with your point of controlling the peripheral market. This isn't as much of a compromise as what would needed to be done in case of Micro USB. MHL does same thing for Micro USB where a separate controller chip on the cable repurpose signals to HDMI while USB is off.