On most devices that aren't PCs, there is no separate firmware - the firmware is part of the software. The boot ROM is just loading a sector and jumping to it. You may implement UEFI as your second or third boot stage if you want to, but it's your responsibility.

You wouldn't want the boot ROM to implement UEFI. It would have many unpatchable bugs and different ones on every device revision. Better to put the UEFI where you can patch it. For instance on a Pinephone booting from SD card, the firmware is on the SD card. Moving the SD card to a different device is putting the wrong firmware on that device, that's why it doesn't boot.

And then once you're shipping your own UEFI impl and shipping a kernel that runs inside UEFI, as part of the same SD card image, the next obvious step is to wonder why you can't short circuit those two layers and run the kernel directly on the hardware.