UK Apple users could be entitled to money as part of a claim against the tech giant. Which? estimates that around 40 million UK iPhone and iPad iOS users could be entitled to their share of a multibillion-pound claim, with Apple potentially owing around £77 per person.
In an updated article published this summer, following the news that the court granted Which? its Collective Proceedings Order, the consumer champions explained it believes Apple has breached UK competition law by failing to provide a choice of cloud storage providers, and steering customers towards its iCloud service by not clearly informing them of alternatives and how those could be used on an iOS device.
Claim progresses to next stage
Acting on behalf of UK consumers, Which? has been granted its Collective Proceedings Order (CPO), meaning it has permission to proceed with the claim. Which? adds that this marks the end of this first stage of the claim process and the next stage will involve Apple filing its defence.
When approached for a comment about what Which? had written, an Apple spokesperson told the Mirror: “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.”
Which? also stressed in its article that Apple has said it rejects any suggestion that its iCloud practices are anticompetitive and will vigorously defend the legal claim.
What does the iCloud claim mean for me?
Which? is seeking damages on behalf of all affected consumers. This means if you used iCloud services between November 8 2018 and June 8 2026, you may be entitled to compensation if the claim succeeds.
The comparison experts state: "Working alongside a team of external experts, Which? has estimated that Apple could owe UK consumers around £77 per person."
The consumer champions are urging Apple to do the right thing and settle this claim without the need for litigation by offering consumers their money back and opening up iOS to allow users a real choice of cloud provider.
Eligibility and deadline
Anyone who used iCloud services at any time between November 8 2018 and June 8 2026 and was living in the UK on June 8 2026 will be automatically included as a class member unless they actively choose to opt out of the claim. Anyone who first obtained iCloud services after 8 June 2026 will not be included in the class.
If a class member opts out, they will forfeit any entitlement to compensation from this claim if Which? ultimately succeeds. If you weren’t living in the UK on June 8 2026, but used iCloud between November 8 2018, and June 8 2026, you can choose to opt in to Which?’s claim.
Consumers will need to notify Which? by October 8 2026 if they wish to opt out - or to opt in if they were not living in the UK on June 8 2026. People can do this by using one of the options listed on the claim website cloudclaim.co.uk.
Which? concluded in its article: "This action is vital to obtain redress for consumers and to send a clear message to powerful companies like Apple: Which? is prepared to take action if they engage in harmful practices."
