It's not. The EU tried to do it the easy way, where companies would agree amongst themselves. This was finally accomplished in 2009[1] by every one except Apple.
[1]: https://arstechnica.com/gadgets/2009/06/10-companies-agree-t...
After 13 years, the EU is finally forcing Apple.
> EU citizens already make this decision for themselves by voting with money
We're also voting with our votes and most of us agree with that the EU is doing here.