Apple is only "pro-consumer" when the person paying for that stance isn't Apple. When Apple is footing the bill, they are quite happy to be as anti-consumer as they think they cam get away with.
If Apple's approach to billing is something consumers value and are willing to pay for, then consumers will choose to keep using Apple payment methods. Perhaps some consumers would like to pay 25% less and are fine with disputing charges when a company makes it too hard to cancel?
Also, Apple already enforces other rules when reviewing Apps, Apple could still force companies to allow easy cancelation without forcing them to use Apple for payments.
Apples' insistence of using their payments would also be less egregious if they allowed alternative app stores. As it is, Apple's stance is bad for consumer choice.
If Apple's approach to billing is something consumers value and are willing to pay for, then consumers will choose to keep using Apple payment methods. Perhaps some consumers would like to pay 25% less and are fine with disputing charges when a company makes it too hard to cancel?
Also, Apple already enforces other rules when reviewing Apps, Apple could still force companies to allow easy cancelation without forcing them to use Apple for payments.
Apples' insistence of using their payments would also be less egregious if they allowed alternative app stores. As it is, Apple's stance is bad for consumer choice.