I doubt your first assumption will be the one that happens, even if this ruling does come out favorably for customers. There's an easy out for Apple and others

I doubt your first assumption will be the one that happens, even if this ruling does come out favorably for customers. There's an easy out for Apple and others: you give the customer the ability to access what they paid for independently of the seller. There's no requirement for Apple to be involved any more once Apple has delivered the file in way that can be opened independent of Apple.