I don't understand the PS/XBOX argument, if there was a game you were REQUIRED to buy on the PS store, or XBOX store, then sure, that'd make sense. As it is though, you can (to my knowledge) buy a key for the game from pretty much anywhere you want.
Sure, the software is still locked to that device, but that's not the point. You're not forced to buy it in the manufacturers marketplace, like you are with IOS.
The EU is right, that shit is annoying, and it needs to stop. Epic sucks too, for the record, but they're right. Sideloading, or buying apps from a third party store should absolutely be allowed.
I assume Apple charges for dev tools / dev kits / whatever. That's how they make their cut then. And they can keep their 30% of anyone who's worried about 'muh viruses' - while still allowing other folks who are a bit more tech savvy to do what they want.
At the end of the day, I think if you're unhappy with the option to let people sideload apps / buy stuff from somewhere else, you're misguided.