How to execute command on every table column

You can use the collcell package to collect the cell of each row and apply the appropriate macro to the column. Below I defined the columns type W to apply to apply \ibibleverse{Matthew}{#1} macro, K column type to apply \ibibleverse{Mark}{#1}, and the E column type to apply \ibibleverse{Luke}{#1} (column names based on the last characters of Matthew, Mark, and Luke.

Code:

\documentclass{standalone}
\usepackage{collcell}

\newcommand{\ibibleverse}[2]{#1-#2}%

\newcommand{\Matthew}[1]{\ibibleverse{Matthew}{#1}}%
\newcommand{\Mark}[1]{\ibibleverse{Mark}{#1}}%
\newcommand{\Luke}[1]{\ibibleverse{Luke}{#1}}%

\newcommand{\MyCommand}[1]{\textcolor{red}{#1}}

\newcolumntype{W}{>{\collectcell\Matthew}{l}<{\endcollectcell}}
\newcolumntype{K}{>{\collectcell\Mark}{l}<{\endcollectcell}}
\newcolumntype{E}{>{\collectcell\Luke}{l}<{\endcollectcell}}

\begin{document}
\begin{tabular}{W  K  E}
1:1 & 1:1 & 1:1 \\
1:2 & 1:2 & 1:2 \\
1:3 & 1:3 & 1:3 \\
\end{tabular}
\end{document}

---

If you want to exclude header tows you can use the solution from Tables header row's: how to ignore the column type? to only apply these macros in you are not in a header row.

Code:

\documentclass{standalone}
\usepackage{collcell}
\usepackage{xcolor}%
\usepackage{etoolbox}

\newtoggle{inTableHeader}% Track if still in header of table
\toggletrue{inTableHeader}% Set initial value
\newcommand*{\StartTableHeader}{\global\toggletrue{inTableHeader}}%
\newcommand*{\EndTableHeader}{\global\togglefalse{inTableHeader}}%

% Redefine tabular to initialize \StartTableHeader at start and end
\let\OldTabular\tabular%
\let\OldEndTabular\endtabular%
\renewenvironment{tabular}{\StartTableHeader\OldTabular}{\OldEndTabular\StartTableHeader}%

\newcommand{\ibibleverse}[2]{#1-#2}%

\newcommand{\Matthew}[1]{\iftoggle{inTableHeader}{\textcolor{red}{#1}}{\ibibleverse{Matthew}{#1}}}%
\newcommand{\Mark}[1]{\iftoggle{inTableHeader}{\textcolor{blue}{#1}}{\ibibleverse{Mark}{#1}}}%
\newcommand{\Luke}[1]{\iftoggle{inTableHeader}{\textcolor{brown}{#1}}{\ibibleverse{Luke}{#1}}}%

\newcommand{\MyCommand}[1]{\textcolor{red}{#1}}

\newcolumntype{W}{>{\collectcell\Matthew}{c}<{\endcollectcell}}
\newcolumntype{K}{>{\collectcell\Mark}{c}<{\endcollectcell}}
\newcolumntype{E}{>{\collectcell\Luke}{c}<{\endcollectcell}}

\begin{document}
\begin{tabular}{W  K  E}
Mathew & Mark & Luke \EndTableHeader\\
1:1 & 1:1 & 1:1 \\
1:2 & 1:2 & 1:2 \\
1:3 & 1:3 & 1:3 \\
\end{tabular}
\end{document}

You could also use the array package

\documentclass{article}
\usepackage{array}
\newcommand{\ibibleverse}[1]{#1}
\newcolumntype{B}[1]{>{\ibibleverse{#1} (}c<{)}}

\begin{document}

\begin{table}
    \centering
        \begin{tabular}{B{Matthew}B{Mark}B{Luke}}
            1.1     &   1.1   &   1.1\\
            1.2     &   1.2   &   1.2\\
            1.3     &   1.3   &   1.3
        \end{tabular}
\end{table}
\end{document}