Each of those standards were burdened with lots of little features to cater for the needs (perceived or real) of each of the committee members. It's a very similar dynamic to what happened to bluetooth. A lot of 3G stuff never really got any traction. Especially once Apple and Google decided that IP connectivity was the only thing they needed from 3G/4G modems and unceremoniously declined to even bother to support such things as videocalls over 3G. Apple did Facetime instead and in the process also strangled SMS and cut out the middlemen (operators) from the revenue. Google was a bit slower but on Android a lot of 3G features were never really implemented as they were mostly redundant if you had a working internet connection, fully featured SDKs, and a modern web browser.
It's the same for a lot of early bluetooth features. Lots of stuff you can do with it; lots of vendors with half broken implementations with lots of bugs; decades of workarounds for all sorts of widely used buggy implementations; etc. It kind of works but not great and making it work great in the presence of all those not so great products is kind of hard.
Just a long way of saying that bluetooth is so convoluted and complicated is because the people that built it needed it to be that way more badly than they needed for it to be easy to implement (including by others). At this point it's so entrenched that nothing else seems to be able to displace it. I'm not even sure of people actively putting time and resources in even trying to do that. I guess you could but your product just wouldn't work with any phone or laptop in the market. Which if you make e.g. headphones is kind of a non-starter. It's Bluetooth or nothing. I wouldn't be surprised if Apple considered this at some point and then ended up not doing it. They have a history of taking good ideas and then creating proprietary but functional implementations of those ideas.
I'm personally really glad for this decision. iMessage is many times better than SMS. SMS security is a nightmare by design.
I just wish there was something better between Google and Apple, like a universal iMessage.
A lot of it is due to backwards compatibility. Bluetooth isn't simply bluetooth. There are different versions, different profiles, different codecs, and even different optional features.
Have a look at the matrix: https://www.rtings.com/headphones/learn/bluetooth-versions-c...
The two devices being paired have to figure out what version/profile/codec to use to talk to each other, and gracefully fall back to the lowest mutually supported featureset. This is a really hard problem, and the devices don't always handle it well.
FWIW Bluetooth isn't "terrible." It's pretty remarkable we can get all sorts of devices to communicate with eachother wirelessly and at low powers with pretty decent bandwidth. And now you can buy a Bluetooth stack on a chip from a variety of vendors.
The bigger issue with Bluetooth is that failure conditions are mostly an afterthought by device manufacturers, and Bluetooth is becoming a sought after feature in environments less than tolerable to failure like automotive and medical devices.