The EU market will suffer this. Not apple. EU people will have to pay more for the apps. Apple will still make same many, just as before.
If you say: "yeah, but now less people is going to buy"
I say: I do not think so, the increment is small enough, that if you need or want the app or game, you still pay it.
The theory behind this is, that the EU will give back that money for the EU people, invested in Internet infrastructure or whatever... The problem is that in the middle that money will have to pay for TONS of bureaucrats...