https://www.cnn.com/2024/05/20/busin...uts/index.html
I wouldn't say its to help the consumers so much as to reduce risk of being targetted by the US government on anti-competitive or price gouging laws. Billion or ten Billion US fines to other retailers would be a way to raise some money, instead of just going after Apple.
Realistically the retailers have lost a lot of lobbying strength to angry consumers. It is an election year afterall. Biden also opening the strategic petroleum oil again.