Millions of Apple users could be entitled to compensation of up to £77 each after consumer group Which? overcame a significant legal obstacle in its £3 billion lawsuit against the technology giant.
The consumer champion announced it will represent as many as 39.7 million UK iCloud users in a landmark case accusing Apple of deploying anti-competitive practices that effectively tied customers to its cloud storage service, leaving them paying over the odds. The case has taken a considerable step forward after the Competition Appeal Tribunal granted Which? a Collective Proceedings Order (CPO), permitting the claim to proceed on an opt-out basis.
Allegations of Anti-Competitive Behaviour
Which? alleges that Apple abused its dominant market position by affording preferential treatment to iCloud while making it increasingly difficult for users to switch to alternative cloud storage providers. The organisation contends that such practices “trapped” consumers within Apple’s ecosystem, stifled competition and allowed the company to levy higher subscription charges than would otherwise have been justifiable.
Should the claim ultimately prove successful, those affected could receive payouts of up to £77 each, according to Which?. Under the action, anyone who used iCloud between 8 November 2018 and 8 June 2026 and was residing in the UK on 8 June this year will automatically be included unless they actively choose to opt out. Those living abroad on that date who used iCloud during the relevant period are able to opt in to the claim.
Statement from Which? Chief Executive
Anabel Hoult, chief executive of Which?, said: “Which? wants to make clear that no company, no matter how powerful, can get away with abusing its position. The granting of the CPO means we’re one step closer to getting consumers the redress we believe they are owed from Apple and this should send a strong message to any other companies using anti-competitive tactics. We now urge everyone who thinks they may be affected to visit www.cloudclaim.co.uk to find out more about the claim and sign up for updates.”
Details of the Legal Action
The legal proceedings were initially launched in November 2024 and are seeking approximately £3 billion in damages on behalf of consumers. Which? contends that Apple stifled competition by giving preferential treatment to iCloud across its iOS devices, while erecting technical obstacles that made competing cloud services less appealing. The organisation also claims that Apple bundled iCloud services with its devices in a manner that hindered consumers from switching to alternative providers. The consumer champion maintains that these practices led to customers paying inflated prices for cloud storage subscriptions while receiving less free storage than would have been available in a more open marketplace.
Apple's Response
Apple has firmly dismissed the allegations. In a previously issued statement, it said: “These claims are unfounded. We work hard to make iCloud a great experience, but no customer is required to use it and customers in the UK have plenty of alternatives to choose from.”
The case ranks among the largest consumer claims ever pursued in the UK and will now move forward through the Competition Appeal Tribunal unless the parties reach a settlement beforehand. There is no certainty of any compensation, with a potential payout entirely dependent on Which? succeeding in its legal action against Apple.
