Apple is already a big, festering, malignant growth. The EU needs to jump in with both feet to let all that pus out.
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In my opinion capital can use their power to the detriment of society at large. At that point it is the duty of a democratic humanist government to protect its populace.
The market is a tool, not an end in itself.
Basically: “I know what I buy, why should I pay for those who do not even try to get informed?”