If a company offers better pricing to one market, it must make these offers accessible to everybody, regardless of nationality or country of residence. Apple don't let you buy apple.ie (Ireland) and ship to France.

https://europa.eu/youreurope/citizens/consumers/unfair-treat...

Any exceptions have to be objectively justified, such as postage pricing. Definitely doesn't justify huge differences.

Companies have long flouted these rules, so they were recently tightened up.