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What I don't get is why they don't just roll it out everywhere? Surely it's more hassle for them to maintain multiple versions of iOS with different features for different markets?

More hassle, but that hassle is covered by extra $$$ from forcing people in their ecosystem.

I think that illustrates how important they think being default is and how much they have to lose.

So they can whine about how regulation interferes with their ability to innovate

Probably more about Safari than Maps

If they limit the market they disincentivize google and mozilla from investing in native iOS versions of their browsers

If you care about choice, iOS isn't the OS for you.

Wishing for Apple to do something is misplaced. Wish for and vote for a government where you live that's as concerned with your software choices as the EU and EC and European courts are for their citizens.