It's 0.5% of Apple's global turnover. So it's not a gigantic sum, but it's also certainly not nothing to them. And the fines will continue and escalate in size

It's 0.5% of Apple's global turnover. So it's not a gigantic sum, but it's also certainly not nothing to them. And the fines will continue and escalate in size if Apple does not move to comply. This is pretty comparable to a speeding ticket. E.g. if Apple was a person making $100,000 / year, this fine would be roughly equivalent to getting slapped with a $500 speeding ticket. Not a big dent in the total pool of income, but it still stings, and it is a deterrent to know that the next time you get caught speeding the fine will be even higher, and you could even lose your license if it happens too many times.