The only effective punishment for those is to calculate how much they gained from it, calculate all profits that resulted from those gains, subtract all that from them, and then apply some huge fines as well in order to leave them in an even worse position than they started. Basically reset the company to the position it was in before this move, and then make that position worse. Like rewinding a chess game but they also lose a rook or something as punishment for their audacity.
This should serve as an example for other companies not to behave in the same way.
From a practical (and economic/game-theoretic) perspective, you need to insert a risk adjustment (by which I mean, if their odds of being caught were 50%, you need to divide the fine by 0.5) and a net-present-value adjustment (if an additional dollar earned at the time of the violation is worth 80 cents at the future time of the judgment, divide the amount by 0.8) prior to the calculation of profits and the addition of punitive fines to be truly effective.
1. True justice would have been 100% chance of them getting caught. Since it was not 100%, it means they took advantage of some inefficiency in the system in order to get away with it. They should be punished for this disrespect through bigger fines. The less risk there was to them, the bigger the fine.
2. They earned dollars years ago. Today's dollars are worth far less. Therefore the fine, calculated based on that year's profits, must be adjusted upwards to compensate. Just like their profits must be adjusted upwards for inflation in order to make sense of their value in terms of today's dollars.
To be clear, net-present-value is the bird-in-the-hand principle. A dollar now is worth more to you than a future dollar, EVEN IF YOU ASSUME NO INFLATION.
I'm not trying to be universally damning, and I respect Apple's actions in relation to this, but it doesn't change the fact that this is a battle between powers that don't have our individual interests in mind. This is a battle of mind-share.
I also would like to see some changes but this seems like a case of Google actively trying to be evil. They architected their systems to choose their exchange, even if another exchange had a higher bid, and then lied to ad publishers about the practice, along with fully acknowledging it in writing! How much more self-aware could you be? How could people, in good conscience, work for a place like that?