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When I installed my head unit, I ran the usb wire to the center console. Other guys run the usb cable to one of the cigarette lighter locations and change it over to a usb port. Some newer head units have wireless apple carplay if that interests you also.
I ran my usb wire out of the hole in the bezel for the front cig lighter.. probably just gonna get a rubber grommet, drill or split it, to fill in the rest
In my C4 I bought a cigarette lighter size adapter and swapped it out for the lighter so it looks fairly OEM. Nothing dangling when I'm not using Apple Play or an iPod.
The iPhone needs to be connected to the HU for seeing any Apple Play options. For my Pioneer unit I have it set to automatically switch to Apple Car Play when it detects the iPhone - but there is an option on mine to switch from automatic to manual. In manual mode, the Apple Car Play icon is displayed and I must press it to switch to those functions.