From the article, it says Reddit would charge Apollo $2.50 per user per month. Right now, ad-free YouTube costs $12 a month, ad-free Twitch costs $12 a month. I can't buy ad-free Twitter at any price. Is it really not worth $2.50 a month to have ad-free Reddit?
Personally, I like Apollo, and I would be willing to pay to keep an ad-free Reddit experience. I'm disappointed that the two sides didn't manage to work this out.
I feel like Reddit is getting attacked despite being the company that is trying the hardest to make this work. The standard approach is just to ban apps that compete with the in-house app. Facebook, Twitter, YouTube, Twitch, all of those services just completely forbid things like Apollo. All these complaints are going to encourage companies to simply ban alternate apps rather than trying to price an API in the future.