This is one of those problems where there are different ways to solve it but all of them require you to put in the work.

We currently have an army defeatists who show up to tell you that if you think companies would get more customers by selling products that screw them less, nobody cares about that and people just want to live in a convenient cage with an unlimited supply of artificially sweetened penitentiary gruel. These people (to the extent that any can be found who are not robots) should obviously be burned alive in the town square to serve as an example to the others, but the most important thing if you intend to solve the problem in that way is to ignore them and build the product that screws customers less anyway. And then shame the services not doing that into irrelevance, once the alternative actually exists. Put it in your advertising so people know there is a difference.

Likewise, there are better ways to do anti-gatekeeping rules than what the EU is doing. For example, require two things. First, that source code be published as a requirement to receive copyright protection -- not that the customer can make unlimited copies, but that they can read it to know what it's doing or make changes to their own copy. And second, require that if the manufacturer/seller can modify any code running on the device, so can the customer. Now Apple can do malicious compliance all they like, but any vendor locks they put in will have someone distributing a patch to remove them the next day, and inhibiting that is the thing which is prohibited.