After numerous unsuccessful tries I decided it's pointless to wait and scheduled an appointment for next Wednesday with the service.
Did you also try removing the We Connect user and factory reset the car? After I did this the SHOP tile is no longer present on the homescreen. It was there before.
Regarding the homescreen the manual says: "Touch the tile and keep your finger on the screen until an additional window opens." No matter how long I keep my finger on a tile there is NO additional window. I can only move the tile around.
I also have to enter my S-PIN when I start the car in the morning eventough I clicked on "don't ask again". If the car is parked for a short time only, then it doesn't ask for the S-PIN.
I also had problems with Apple Music streaming via my iPhone. It simply stopped playing music after a few seconds and started buffering for 20-30 seconds. At first I found out that if I disable the E-SIM then Apple Music streaming works and the car is still online, reporting data to We Connect.
Then I guess on the Apple support forum an Audi user had the same problem and found that disabling the hotspot in the infotainment for his phone made Apple Music to stream again with enabled E-SIM. Works for me too.
VW software is utter garbage and it negatively impacts user experience. They shouldn't have launched the car in this half baked state.