... Eh? The EU is far easier to do business in today than in 1990; in 1990 you had to care about local regulations to a far larger extent, and they were far weirder and often more protectionist/anticompetitive. In a number of countries in 1990 Apple wouldn't have been able to sell phones, say, had they been in that business at the time; consumer phone equipment was a state monopoly. Very few foreign (or European) countries actually did business in all Western European countries in 1990; it was too much overhead.