“What Apple wants” does not trump consumer protection laws.
In fact, this becomes even less so, because by having acquired enough market power that they can dictate terms to just about everyone through controlling a marketplace, this triggers additional safeguards against misuse of that power, and in particular, safeguards against misleading the consumer about their options.
It is not unlawful to acquire market power, but abusing it is a path to billion dollar fines.
Another function of Apple's rules is to protect the consumer from bad behavior by apps that lead the customer off-app to other payment flows for abusive services not under Apple's review.
If a company wants to do this, and the consumer wants to fall for it, that's between the company and the consumer. But if they promote it and lead the customer to it using wording and other elements situated on Apple's curated app platform, Apple becomes responsible for having allowed it, and it both hurts the consumer, so they are not protected, and taints the experience on the Apple device.
This built in consumer protection is part of why Apple has a reputation as having good user experience. By keeping the rules in place, Apple helps maintain the valuable reputation it has earned for having good user experience which includes, as a vital part, this consumer protection.
In my current operating jurisdiction that would be most likely Schedule 2 of the 2010 Competition & Consumer Act, Part 2-3 (Unfair contracts) with particular reference to s24(1)(a & c); s20 (Unconscionable conduct) with particular reference to s21(4)(c); s18(1) (Prohibition against misleading or deceptive conduct) in general; and possibly (due to the scale of Apple's market power and active limitations on consumer communications) even s47 (Prohibition against exclusive dealing) which covers such an enormous multitude of cases of refusing to trade that it's almost impossible not to be in contravention as a marketplace unless you accept all participants, and with particular reference to s47(10) which makes it clear that substantially lessening competition is the main offence of this section.
Sure! Happy to write that up as a succinct, carefully researched, and coherently argued report for you, along with supporting case history, extracts from current legislation, and recommendations for your commercial options toward avoiding regulatory action and maintaining consumer trust. Where shall I send the consulting invoice?
In fact, this becomes even less so, because by having acquired enough market power that they can dictate terms to just about everyone through controlling a marketplace, this triggers additional safeguards against misuse of that power, and in particular, safeguards against misleading the consumer about their options.
It is not unlawful to acquire market power, but abusing it is a path to billion dollar fines.