They did try, apple made OpenCL and released it to khronos to make a standard, but never got wide support(well, they got plenty of manufacturers on board, not s

They did try, apple made OpenCL and released it to khronos to make a standard, but never got wide support(well, they got plenty of manufacturers on board, not so much users). By that time nvidia already had an advantage with CUDA and their opencl support always lagged.