I think a very important part in how Europeans look at this is the fact that Apple is supported by the Ireland itself. That takes away the presumption that Apple dodged the taxes, at least judging by the comments sections on most articles, questioning why Apple is punished, and not Ireland. Either way, I don't think it will hardly have any effect on sales in the EU. The average consumer could care less about this, if they want to buy an iPhone, they will. This will just blow over for the average Joe.