Apple also hasn't been advertising the Mac much in the last couple of years. The Mac vs. PC ads, which were incredibly effective, have been gone for a few years. With those hundreds of billions, you'd think Apple could spare some change for a decent Mac campaign.
Maybe the EU should investigate itself for the tax laws it is responsible for passing. Apple is simply following the law in a way to minimize their tax burden. Investigate the politicians and the lobbyists, not the companies that happen to save a lot in taxes simply for following the laws these (and other) clowns passed.