It's not zero-sum; the data is duplicated, and then can be used to build services that undermine the retailer. Slightly less nefarious, building services which the retailer can pay for - starting an arms race that apple profits from.

with Apple Pay, the retailer only receives a token with not much identifiable information (maybe not even the name?) to charge someone, like how Stripe works.

With standard swipe credit cards, retailers get the names and can track a lot of usage metrics.