This won't harm Apple or its AirPod product much, if at all. The Apple brand and its eco system is strong enough for the vast majority of average EU customers to ignore the missing features and buy the products regardless (at full price).
A missing fringe feature won't drive fans of the eco system away.
Oh, if I were travelling a lot to other countries speaking to non-english speakers and an alternative offers live translation and AirPods don't. Then this is pretty much the _first_ real argument of not buying AirPods. And once you do start switching out of the ecosystem remaining in it is much less attractive