Why assume the influence originated here? They have taken flack in Europe, as have other countries (starbucks and google come to mind). A year or so ago the complaint was that they avoided VAT by conducting itunes sales through Luxemburg. Obviously consumers pay VAT directly, but it did provide a more competitive edge on pricing. I'm not looking to argue whether that was good or bad, just that it's unlikely that the pressure was unilateral here.
iTunes/App store purchases are via Ireland, meaning that all EU customers pay the higher Irish VAT rate of 23%.
Amazon sell digital content via Luxembourg, meaning that customers pay the lower vat, Apple don't.
TBH I can't remember what the angle is