For historical reasons. Originally, there was only U+2764 HEAVY BLACK HEART which the first applications that supported Emojis decided to render as a red heart. These early applications always rendered U+2764 as Emoji. Later it was realized that this was a bad idea and the variation selectors for Emojis were standardized. When additional heart emojis were added, there was no need for another red heart, so it was omitted. Instead there’s a separate black heart emoji U+1F5A4 🖤.
In theory, an application could require that the Emoji variation selector is appended to other heart code points as well. But it doesn’t make much sense to render characters like PURPLE HEART as a non-Emoji. It does make a difference for HEAVY BLACK HEART, though, which is often intended to be rendered as the original, plain heavy black heart character.