> It's not the government's role to step in and prevent those voluntary transactions IMO

I'm a EU citizen and I'm more than happy that they're taking on Apple for this. After all, they're doing business with EU citizens, why shouldn't the EU tell them to behave?

If they don't like it, they can just stop selling in the EU, no one's gonna stop them there, but seeing as it's a money hungry megacorp hellbent on hoovering up every single penny that exists on this planet, that obviously isn't gonna happen, so they'll have to play by the EU's rules in that case.