Absolutely, you are correct. They will. But I don't see that as a threat to a blockchain-oriented solution. Consumers may very well be happy to pay, but ultimately, what goes on behind the scenes will migrate towards lower cost solutions, IMO.
In other words, Apple Pay could end up being the gateway to something more efficient.
Don't discount two of Apple's competitors in the market either, Amazon and Google. Google has Google checkout, of course but Amazon is surely not going to let Apple take control here. That could be devastating, particularly to their whole publishing/reader thing they have going on.