Apple has to be told what is right. Otherwise, Apple will only do what gives it more money because, according to Apple, that is the right thing. It might not be the right thing according to the government. Since governments make legislations, Apple has to follow. Both in China and the EU. However, Apple is quick to follow the rule in China because it needs to stay in China at any cost to make more money. It fights EU law or complies maliciously because it wants to defend its revenue.I think the main concern is the role of a government, any government, telling Apple what to do with its services.
For Apple, everything is about revenue. Ethics and Privacy are also about revenue. If there is no revenue, they would chuck them in a heartbeat, just like they do so regularly in China.