First of all, let’s remember that probably most of the disciples and apostles never met St. Joseph, because he seems to have died before Jesus’ public life began. (Unlike Mary, who was apparently a pillar of the early Church and lived in John’s house like his mom.) To the apostles and disciples who were related to Mary or to Joseph, he probably would have been a respected figure; but one from the previous generation, and who was off in Egypt for a good chunk of time.
Mostly, though, I think he was just a quiet hardworking guy and a just man. He wasn’t some great charismatic figure of a prince of the House of David; he was a quiet strength in the background who just did the right thing and got the job done. He probably let his craft speak for him. Mary may have done a lot of the talking, as when she spoke to Jesus at the Finding in the Temple.
So if you ask me why Joseph didn’t get devotion, I’d say it was because he didn’t want it.
You did sometimes see him referenced for a happy death (like the apocryphal story about him) or in scenes of Christ harrowing hell, and joyfully bringing out John the Baptist and Joseph along with the patriarchs and Adam and Eve.
Now, when everything started getting messed up as the modern world began, that’s when we see St. Joseph stepping up to give more open help and be more openly honored. If there’s a need, he’s there. He’s a very kindly saint.
But he likes the background best, I think.
