If you want to make a case that the cut is needed to run the Apple Pay network (which IIRC when introduced is when they started charging for all purchases through it) and make sure that runs correctly, then fine. But the whole point here is that companies want to opt out of that network, or to clearly communicate that Apple's extra features cost them and they are passing that cost on to the consumer if they choose to pay it (either pay through linked Apple payment account with a higher cost subscription, or pay direct to the company in a different manner).

What this is, very clearly, is Apple limiting information allowed to be displayed to customers at time of purchase if it's on an Apple device. Sine free markets only work as well as the information available to consumers, this is anti-free market, and anti-consumer.

The only reason to not provide information to consumers about their choices is when you are trying to make them make a choice they wouldn't make if they had all the information. Any argument about doing it for their own good falls flat in the face of the fact you could just give them more information about why it's better for them. If they still choose not to use it, the only respectful way to treat that is that those people weighed their choices and decided what was best for them. Anything else is extremely anti-consumer, and when it's multiple companies colluding together to do so, we have very well known laws against it.