Guess it's time for the EU to milk that cash cow.
Apple very clearly and intentionally decided to not do that in the most transparent way possible, because they either assumed that the EU would just give up, or they assumed that any penalties they'd incur would be lower than the revenue they currently gain from their monopolistic, anti-competitive behavior. This is a typical FAFO situation for Apple, and I hope they learn from it when other jurisdictions, particularly the US, come after them.
tl;dr - EU makes rules that companies need to follow no matter which EU country they operate in.
You act like it's a victimless crime and it most definitely is not.