Facing reality, whether it's about Apple or the EU, is a core requirement for good management

Great article, there is only one take in it with which I find issue:

Any time you see two entities of similar size fight, bet on the one that thinks it’s fighting for its life.

Apple is not an "entity of similar size" to the EU. The EU accounts for 14% of the world's trade (as of 2020), which makes it the second largest market producer entity in the world after China (the US is third). Apple is a big company, but it's a rounding error on national scales.

The only reason Apple makes the news is that its bitching is setting a precedent, and if the EU wouldn't swat it down, that would be something that actually matters. As long as the gears grind on, it's a nothingburger.