4.9% of its 2017 income. For a practice that was going on for 5 years.
What exactly about that is a deterrent?
4.9% of my income in 2017 is about £784. It's a lot to me because I'm poor, but I also believe that if I had set out to strictly save money, I could have acquired that £784 within that year, meaning it wouldn't have been financially painful for me. I imagine if I added up money spent on coffees and the things that weren't essential, it would be a similar amount.
The companies that do this can afford to lose a lot more than 5% and while heads may have rolled for the embarrassment and being caught, the company and the controlling people within are likely unaffected by this.
How about their entire profits during the period this illegal action was taking place. 5 years of profits and prison terms for all involved would devastate them and that, that would be a deterrent to other companies and individuals - though they're still going to try any means of exploitation for profit.
The advancements and opportunities erased by this are unknown but that doesn't mean the loss isn't important. I am sure the cost of this is far greater than the pathetic financial penalty.
Were Apple really not smart enough to see the illegalities of this agreement at the time? Have they been selective about when to bring this up?