Apple is not being punished or sanctionned by the EU. They're just asking them to pay what they should have payed, not a cent more.
But this is complicated by the fact that technically, BOTH Apple and the Irish Government are guilty :
- Ireland has offered a 2% deal instead of the normal 12% that is clearly illegal by the EU.
- Apple is not some small 10 people startup that doesn't understand how all this works. Thay have armies of lawyers and they must have clearly known that they're accepting an illegal deal, and have probably even pushed for lower percentages themselves. But they didn't put a gun on Ireland's head either.
So technically , both should pay back and revert to the legal percentage they should have used in the first place. But should the citizens of Ireland pay for something they didn't know about and didn't agree to and was done on their behalf by their government ? Also , Apple didn't sign with North-Korea or the Mafia, they signed with a legitimate government that basically told them, "hi guys, we're the government, we know what we're doing"
So this is much more complicated than it seems, and it will probably take years before the responsabilties are equally identified on who should pay what ...