Free speech free speech free speech...
Presumably we're talking about the US "First Amendment" - unless I'm missing something (I'm not American so it's quite possible), isn't there a State Action Requirement (
https://www.law.cornell.edu/wex/state_action_requirement) meaning privately owned companies are not actually capable of violating it?
The thing is based on your typical neo-Nazi targets
Being black isn't a choice
Being gay ins't a choice
Being disabled isn't a choice (except maybe that one story I read somewhere of someone deliberately disabling themselves)
Being Jewish... not sure (but then they're not hurting anyone are they?)
But being a neo-Nazi is a choice. You're not just born hating people and calling for them to be put into gas chambers.
Basically if you choose to act like a piece of ****, you should be prepared for the majority of civilised society to turn round and say, well I want nothing to do with you and don't want to make your life easy. If you're strong enough in your convictions, then you'll accept that, and good luck. You still have basic human rights, because two wrongs don't make a right and I think most are level headed enough not to starve/murder/whatever even neo-Nazis, and would rather say "what you're doing is wrong and this is why, and you'll probably be welcome again when you're civilised". But using luxuries like Apple Pay, having your site maintained by a hosting provider, etc, are all privileges not rights, and the companies owning them are under no obligation to provide them to anyone. They can even deny service if they don't like your face, that's their right (but they don't tend to do so as there'd be a huge customer backlash obviously). I don't think however that many people are going to boycott Apple over denying service to neo-Nazis.
You could theoretically, in the US, protect the freedom of neo-Nazis (though why people are so keen to leap to their defence I have no idea) to use Apple Pay by nationalising Apple or having some other state-run electronic payment system. Then perhaps they'd have obligations under the US Constitution and all that. But is that what you want, as I thought the US generally frowned upon government interference in business?
For the record, I'm bisexual and don't think anyone should be forced to bake cakes either for the same reason. It's not like every bakery in the world is going to jump on a "don't bake cakes for gays" bandwagon, as compared to neo-Nazis, the view that gays are pieces of **** is much much less of a consensus. If people feel strongly enough then they'll stop buying cakes there and the problem will go away the same way any other does in a capitalist world.