The only way this could help consumer choice would be if Apple was allowed to require banks that want to create their own payment app to also support Apple Pay. Otherwise banks would pull support from Apple Pay the minute they had their own payment app.
I bought an iPhone because I want to be in Apple's ecosystem - I don't feel like I'm being harmed by Apple Pay or the App Store. I use Apple Pay because I trust Apple to make it safe, secure, and private and it is convenient to have all my payment options in one place. I don't trust my banks to produce a secure app and I don't want to switch between a handful of payment apps just to use contactless payment. I like being able to launch Apple Pay from the lock screen with the double click of the power button - this wouldn't work with multiple apps to pick from.
Where I live many places don't even accept Apple Pay because they want to track customers' shopping habits. I can use Apple Pay at some restaurants, 4 gas stations (same chain), and 1 smaller grocery store while none of the big-box stores do. Home Depot accepted Apple Pay at one point but then dropped it when they "upgraded" their self-checkouts. Walmart forces you to use their terrible Walmart Pay (which I would never use even if Apple granted them access to use NFC). Kroger also refuses to take Apple Pay. It is maddening that these places still accept Samsung Pay while actively blocking Apple Pay.
I was really hoping that with the rise of Covid more places would accelerate contactless payments but so far that hasn't really been the case for where I shop.
I wish this myth would die already.
Merchants and card issuers can still track purchases even with Apple Pay.
My system generates these merchant reports everyday. Depending on the type of inventory tracking and terminal used, we can track down to the individual items purchased.
The Bank/Card Issuer sells these reports back to the merchant. The reports are only specific to THAT merchant, but they can get the transaction info if they want it. Certain PII data is stripped from the reporting, but there is enough there to develop shopping habits.
They don't need to know WHO you are to track purchases. The card identifier can be recognized at the register and identify repeat customers.
Apple Pay only tokenizes the PAN (primary account number) for each transaction, the generated card number, DAN (device account number) the register sees is always the same, the tokenized version sent to the bank is always different for each transaction. Banks decode this on their end so you can be charged accordingly.
Open up Apple Pay and notice that your card has a unique last 4 digits associated with your device in Apple Pay... that number never changes.
Samsung Pay and Google Pay use the same tokenization process as Apple Pay. They will either use EMV (preferred) or MSD (mag stripe emulation) modes to complete the transaction if the terminal doesn't support EMV, but still accepts Apple Pay.
Oh and the Bank/Card Issuer creates their own tokenization applet (basically the crypto keys for the token) used in Apple Pay. Apple hosts it in the secure element. Apple does not create this applet for varying legal and regulatory reasons.