This is just so weird to watch. Apple is literally throwing a tantrum on a continent-wide stage. Like, it's one attempt at escalation after another, and they keep losing (either their legal fights, or their nerve) and having to reverse course. Like, there's no strategy at all here? Just keep swinging and hope you land a blow that breaks through the armor? This is how my 15 year old plays VR games.
Since, ultimately, his duty as a CEO is to prioritize the financial wealth of shareholders. If he just complied with the EU then he'd be voted out by the board by the end of the week.
Is he going overboard? I think so. But I've also never owned a $2T+ company with investors and an entire government breathing down my neck.