Do you have selinux enabled? I encountered significant challenges getting BackupPC and SELinux to play nice with each other. Check /var/log/audit/audit.log for a report.
I don't really have a good way to deal with this from a packaging perspective, I'll review the readme's and see if I can make it more clear.
You obviously created the apache.users files from root, the file needs to have the same owner and group as the other files (backuppc/apache). After that the usual attributes should work (644).
Time flies like an arrow, but fruit flies like a banana.
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