[pluma]

If so, that's insane. Why would EU citizens side with Apple against the EC if the only benefit is that Apple has to pay less taxes?

Against the FBI it worked because it actually had direct implications for their customers. But in this case there's no implications for their customers other than a vague threat that Apple will punish them (by punishing the EU market) if they have to pay more taxes -- that's not a rallying call, that's blackmail.