You might actually expand "Apple likes open standards when it is weak" to "companies likes open standards when they are weak."
Generally speaking you get standards consortiums when there is a clear winner that is mopping up the space.
Here's an example that's happening right now: Nvidia-NvLink-Infiniband.
Nvidia owns the highspeed interconnect inside the chassis (HGX), the NICs (Mellanox), the inter-host interconnect (Infiniband), the high performance inter-host interconnect (switched NvLink), the and the ethernet network (Mellanox has the same 52.1Tbps switch performance that everyone else has now). GPU training is RDMA heavy and this is a place where both NvLink and Infiniband shine, ethernet much less so. Retransmissions are very bad, in global-performance-terms, for ROCEv2 transfers. Right now Nvidia is just crushing it and there's zero chance anyone is going to catch up by introducing new Infiniband ASICs.
So what happens? You have a consortium spun up by all of the companies in the Ethernet space - Ultra Ethernet Consortium - to try and use "standards" to push back on customers who don't want to make big investments in "non-standard." UEC is pretty vague but seems to be promising Broadcom-style cellized fabrics, the whole point of which is to have an ethernet-like standard that avoids ECMP-induced flow collisions and retransmissions - that is, get Ethernet into the same territory as Infiniband.
If you look back in time in the tech industry, you see this over and over and over and over. Standards are great, they make certain kinds of multi-sided markets and markets that need broad participation to be viable possible - but they are also routinely about the losers joining together to compete.