I will argue $m\geq \tfrac23 M.$ Set the price $p=M/3n.$ Denote the number of apples chosen by the first and second person by $n_1$ and $n_2$ respectively, so $m\geq f(n_1)+f(n_2).$
If the optimal quantities in an optimal solution are $n_1^*$ and $n-n_1^*,$ the midpoint of $(n_1^*,f(n_1^*))$ and $(n-n_1^*,f(n-n_1^*))$ is $(\tfrac n2,\tfrac M2).$ One of the points must lie on or above the line $y=M\tfrac{n+x}{3n}$ because this line passes through $(\tfrac n2,\tfrac M2).$ So $(n_1,f(n_1))$ also lies above this line:
$$f(n_1)\geq M\tfrac{n+n_1}{3n}.\tag{1}$$
If $n_1\leq \tfrac n2$ then $n_2=n_1$ and $m\geq 2f(n_1)\geq \tfrac {2M}{3}.$
For $n_1>\tfrac n2,$ we want to show that $f(n_2)\geq \tfrac 23 M-f(n_1).$
This will be the case as long as there is a point $(x,f(x)),$ with $x\leq n-n_1,$ lying on or above the line $y=\tfrac 23 M-f(n_1)+\tfrac M{3n}x.$ Let $k=\lfloor n_1/(n-n_1)\rfloor$ so that
$$n_1=k(n-n_1)+((k+1)n_1-kn)$$
with $0\leq (k+1)n_1-kn
- $f(n-n_1)<\tfrac 23 M-f(n_1)+\tfrac M{3n}(n-n_1),$ and
- $f((k+1)n_1-kn)<\tfrac 23 M-f(n_1)+\tfrac M{3n}((k+1)n_1-kn)$
Subadditivity gives $f(n_1)\leq kf(n-n_1)+f((k+1)n_1-kn),$ so
\begin{align*}
f(n_1)&\leq (k+1)(\tfrac 23 M-f(n_1))+\tfrac {kM}{3n}(n-n_1)+\tfrac M{3n}((k+1)n_1-kn)\\
(k+2)f(n_1)&\leq (k+1)\tfrac 23 M+\tfrac{Mn_1}{3n}.
\end{align*}
Using (1) we get
$$(k+2)M\tfrac{n+n_1}{3n}\leq (k+1)\tfrac 23 M+\tfrac{Mn_1}{3n}.$$
Dividing by $M/3n$ gives $(k+2)(n+n_1)\leq 2(k+1)n+n_1,$ which is $(k+1)n_1-nk<0,$ a contradiction. This proves that $f(n_2)\geq \tfrac 23M-f(n_1)$ and hence $m\geq \tfrac 23M.$
For an upper bound $c\leq \tfrac 2 3$, take a large even integer $n,$ a small $\epsilon>0,$ and consider the function defined by $f(x)=n+x(1-\epsilon)$ for $0
Note that even if the prices are allowed to vary ("non-uniform pricing"), there is a bound of $\tfrac 3 4$ given by Ezra et al, "Pricing Identical Items" Proposition 5.6.