Actually there are two questions being posed here, which I asked myself recently as well, one in the title and one in the content. The question in the title seems mostly rhetorical. It expresses a notional answer for the real question that you find at the end of the text: "I'm really frustrated. Isn't there a way for beginners to get into OSGI?"
Answer: There are ways, but they aren't as easy as they should be. The "update" to the question mentions "OSGi in Action". This is a good book (which I discovered too late, it's not really on the top of the search results), but quite outdated with respect to tooling (e.g. Bndtools appears in the appendix only).
Finding no easy way for beginners, I eventually started to dig my way through the topic using an eclectic selection of resources found on the web. I documented my experience in what you might call a log of my (ongoing) journey in the hope that it may be helpful to others. I'll leave it to you to judge whether this can be considered a shy "yes" to the question, after all.
Not having reached "the end of my journey" yet, I'm not perfectly sure why there are so few up-to-date resources for beginners to get into OSGi. I suppose that the attention that OSGi got from a lot of people because it was used in Eclipse was one of the first problems. The attempt of the OSGi alliance to align with enterprise edition features was another (there are references for this, but I'm not allowed to post more than 2 links). Both incidents led first to hype (and lots of articles) and then to disappointment. In the time following, experts understood the technology better and better and applied it successfully to the problem domains where it is of use. (And these are fewer than the initial hype suggested -- or different, OSGi may regain some attention with the IoT.) But as it is often the case in such cases, the (now) experts never felt tempted to write the kind of introductions that you find during the hype-phase of a new technology.
Which brings me back to the question from the title, after all: "Is there a new standard?" (which implies whether it is worth to spend time on looking into OSGi). The answer depends on what aspects of OSGi are important to you. Project JigSaw aims to bring modules to the Java platform and to developers. With a target date of March 2017 for the central JSR 376 I'd say this might be called an "upcoming standard" (provided it gets finished). But OSGi is more than just modules. Other key features are dynamic configuration (I can't see any competing standard regarding this feature) and micro-Services (be careful about that term, it seems to have two different interpretations currently). Eventually, you have to look a bit into OSGi yourself to decide on its usefulness for your project.