The difference there is service providers already get billions of revenue from data plans, so they are already getting paid.
With software downloads, a F2P game like Fortnite has Apple making $0, but relies on app purchases for making money. What Epic wants as much as possible is Apple and gang to be good buddies helping them provide the game for free on their servers, but when it comes to collecting mtx money they want it direct to them.
If F2P games all do the Epic way, why would Apple want to be fighting with a partner for gamer's money where the game maker themselves are trying to go against the e-tailer?
What Tim Sweeney wants is like Costco having the cable sign up or aluminum siding guys standing at a kiosk selling people services. And for every sign up these guys get, Costco gets no cut as much as possible as they wont even sign them up in store, but tell them to avoid doing it here and sign up direct on our website to get around Costco. And Costco is nice enough to allow these guys to set up a booth for free in their store.