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I don’t think either should be banned. We just need data protection laws. The government going after single companies sets a dangerous precedent.
What the EU did with some of their compliance laws that targeted Google and Apple was set a number of users, so it wasn’t necessarily targeting a single or set company, as it applied to future companies too.
How is Apple Pay just as bad? I haven’t heard anything that they do like this. There is no advertising in the Apple ecosystem. In fact, several places (like Walmart) don’t want to adopt the tap to pay because for some cards, it blocks tracking from them by using a pseudo randomized credit card number every time. It makes using the rewards for places a pain, but it works at maintaining harder tracking for whoever you’re paying.