I've had a hand in a couple approaches standardizing license terms for these use cases.

For those who want copyleft to cover service wrappers and extensions, but not straightforward applications, there's Round Robin. This began as my attempt to "reimplement" SSPL without "patching" AGPL, and without the proprietary-license style of SSPL section 13. Round Robin's has benefited from a lot of excellent feedback from programmers, particularly around the level of abstraction in the language setting the bounds of the copyleft mechanism. We originally called it the "API Copyleft License", but eventually graduated from it.

For those who really want to give a hard "no" to potential competition, PolyForm now offers its Perimiter and Shield licenses. Perimeter prohibits using the software to compete against the project. Shield goes further, prohibiting competition with the developer's other offerings, too.