I think it has an adverse effect because Apple literally steals from EU citizens regardless being british, irish, spanish etc. How could can someone sympathise with their message which is not only insulting but also divisive ? I for sure will think twice before to get the new i-device.

If so, that's insane. Why would EU citizens side with Apple against the EC if the only benefit is that Apple has to pay less taxes?

Against the FBI it worked because it actually had direct implications for their customers. But in this case there's no implications for their customers other than a vague threat that Apple will punish them (by punishing the EU market) if they have to pay more taxes -- that's not a rallying call, that's blackmail.