Another format is onnx [0], where Apple and Goodle don't seem to participate. I don't know the politics behind it but there should be a common format for all libraries/platforms.
[0] https://onnx.ai/
[0] https://onnx.ai/
Considering Tensorflow is more a grab at developer mindshare than an ideal platform [for example, its performance lags by a factor of two behind MXNet and Torch], I think it's a smart plan.
They very well may catch up, but that doesn't mean that hype and the Google name aren't the reason it's gotten popular.