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External USB connectors are universal for connecting the same kinds of devices to your computer regardless of brand name. That's their forte, eliminating various proprietary connectors which would require adapters to connect different brands of equipment. Different kinds of devices still require different connectors with varying numbers of pins/wires to meet each kind's power and data transfer needs.
Additionally, USB connectors have evolved to accommodate changes in technology packages and capabilities (like micro-USB for smartphones). When a new kind of device is created for which no existing external USB connector suffices, there's an organization that determines what the new external USB connector design will be, which all manufacturers of that kind of device will use.
That's my understanding anyway.
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