Of course, Apple has been doing this since the late 90s at least. When replaced our Mac LC with a strawberry iMac, we had to replace all our peripherals and buy an external floppy drive as they changed to the ports all to USB. That was a pure design move; USB is an open standard, so anyone could build devices that could plug in. Apple is probably the reason USB is everywhere today. The lack of a floppy disk was also a design move, and also a mistake, because in 1999 there was no other affordable way to back up your data. The sleek design of the iMac in advertising was a joke compared to the table covered with USB ports and external drives that was the reality.
As someone pointed out Sony has been doing this for years. I never bought a Sony digital camera, because you had to buy Sony's memory sticks too and at the time memory was quite expensive, so that would lock you into sony for good. I had one of their mobile phones, and it was very annoying that you couldn't use a wired headset except the ones made by sony. The socket was the same and simple headphones worked fine, but the protocol for the buttons and microphone were different, and it didn't work at all.
I'd like to see some true innovation, and a watch that doesn't need to be charged every night.