It specifically says "end users established or located in the Union". It sounds to me like Apple did not fully understand the definition of "established" and to

It specifically says "end users established or located in the Union". It sounds to me like Apple did not fully understand the definition of "established" and took the classic route of "if I don't understand it, it doesn't apply to me" rather than ask any EU institution to elaborate. I hope this malicious approach will indeed be settled before the CJEU... with a hefty fine.