That's especially crazy. With Trump's/USA's belligerence, why on earth would EU companies/banks/governments want to require that you have an Apple/Google account, it makes them totally dependant on foreigners!
Because "deal". Why implement an aithentication when you can use the Google/Apple/Microsoft one ? It's free. You only have to make a "deal" and give them all your data (which they have anyway, because they run the keylogger on your device).