Application auto-renewal issue

My son put on the 'free' app of SMULE because he and the app said it was 'free' well guess what, it kindly auto renews on your behalf without even a courtesy email and charges your account. I contact SMULE for a refund and they it is fine for Google but that I have to directly to Apple who refuse the refund? Er, what can i do with that kind of customer service? Please see below;

From: Smule Support <support@smule.com>
Sent: Saturday, March 17, 2018 11:34:48 AM
Subject: Re: [Refund Request] Refund for auto renewal subscription

__________________________________
Hi,

Thanks for the email! Giving a refund will be dependent on where you subscribed.

If you subscribed through Google Play or directly through Smule.com, please send a screenshot of the receipt you were sent. Additionally, please provide the email and username of your Smule account to verify.

If you subscribed through iTunes, unfortunately they do not give us a means of crediting an account, so please contact iTunes support to receive a refund. To do so, just go here and follow the below steps:

http://reportaproblem.apple.com/

1. Login with your Apple ID user name (typically your email address) and password.

2. Select the appropriate tab—all, music, movies, TV shows, apps, or books.

3. Find the purchase you want refunded.

4. Select Report a Problem to the right of the purchase.

Thanks!

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