I doubt that EU wants companies to leave the market and they don't seem to encourage the growth of profitable European competitors to Google/Apple, so most likely it's the literacy issue and on top of that they're "surveying the grounds" to see how far can they go.

I mean, i would understand if the "gatekeeper" stuff was pushed by countries/organizations that have little to no manufacturing prowess, but it's Europe we're talking about and there's no way that the EU doesn't understand what they're doing (unless...).