For anyone who thinks the above is too minor of a distinction, a potentially worthwhile question to explore would be whether, for example, an African-American baker (who customizes cakes) should be allowed to deny a customer's request to celebrate religiously motivated white supremacy.
Personally, under current law, I think Apple and Google should be able to determine whether an app like Parler is allowed on their platforms, although I think that concentration of power (whether in a corporation or in a government) is generally not good for society. I also think that there should be some base level of services (e.g. ISP) that should be treated as a utility (e.g. we don't deny someone water service because of his bigoted opinions).