Let X be "It is okay for me to ban my customers from using discounts."
Let not X be "It is okay for me to use discounts offered by another restaurant."
This doesn't feel like a particularly contradictory situation.
Maybe the issue is that we skipped a few too many steps, because there isn't anything particularly illegal about Apple only letting apps doing certain things (like not bypassing their store) onto their store. The issue is that this is occurring in a larger situation where there are concerns about being a monopoly. I wonder if we build out exactly why what Apple is doing might be wrong (basically the argument they are having to defend against by claiming X is okay) we can see it isn't an issue. But at face value it feels to be taking a very broad view of what constitutes hypocritical behavior to the point it renders the notion useless.