It is breaking competition.
Would you like all products everywhere be priced like their producers want?
Would you like all products everywhere be priced like their producers want?
If they do, they do it secretly and when governments find about that they are going to receive a big fine, together with shops that colluded with them.
In capitalism there are many many competitions going on at the same time. Both models can compete and inference providers can compete for costs.
In your apple example if at the same stores you saw "open" apples having different prices and having sales you might question if the costs of those frontier apples are not being manipulated.