I don’t know if people are noticing this but apple.com doesn’t have a cookie banner. It’s perfectly possible to operate a website – even a shop – without having a cookie banner. Even one of the biggest here in Europe in terms of revenue. As OP said, cookie banners are just malicious compliance. You don’t need one unless you’re doing shady things. Unfortunately it looks like the advertisers and trackers are winning as the EU is planing to relax the rules. I believe there would have been another way, something like banning unnecessary tracking altogether.