Apple is facing a £3 billion lawsuit in the United Kingdom after a competition tribunal approved a major collective action over its iCloud storage service.
The Competition Appeal Tribunal granted a Collective Proceedings Order earlier this month, allowing consumer group Which? to bring the case on behalf of millions of Apple users. The ruling clears the way for what could become one of the largest consumer claims ever brought against a technology company in the UK.
The action could involve nearly 40 million users who accessed iCloud services between November 2018 and June 2026.
Which? alleges that Apple abused its dominant position by effectively locking customers into using its own cloud storage system. According to the claim, Apple designed its software and device ecosystem in a way that limited users’ ability to use alternative storage providers.
The consumer group argues that technical restrictions on file storage, combined with built-in prompts and system design, encouraged users to adopt iCloud while making it more difficult to switch to competing services.
It claims this reduced competition in the market and resulted in higher prices for consumers.
“Which? wants to make clear that no company, no matter how powerful, can get away with abusing its position,” said Anabel Hoult, the organisation’s chief executive.
Apple has denied the allegations, saying users are not required to use iCloud and have access to alternative services.
“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 company said in a statement.
The technology giant had attempted to block parts of the case but the tribunal rejected those efforts, allowing the claim to proceed in full.
Which? estimates that total damages could reach around £3 billion if the case succeeds. Individual users could receive compensation of up to £77 each.
The organisation says the lawsuit is intended to hold major technology companies accountable and promote fair competition in digital markets.
The lawsuit was originally filed in November 2024 and is expected to go to trial in 2028.
The case highlights growing scrutiny of major technology companies in the UK and across Europe, where regulators and courts are increasingly examining the market power of large digital platforms.
If successful, it could have significant implications not only for Apple but also for how technology firms design their ecosystems and compete with rival services.
Which? is an independent UK consumer organisation that represents and advocates for consumers' rights. It conducts product testing, investigations and campaigns on issues affecting the public.
In recent years, the organisation has also pursued legal action, including collective lawsuits, to hold companies accountable for alleged harm to consumers.
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