Millions of Apple users could be in line for compensation worth up to £77 each after consumer group Which? cleared a major legal hurdle in its £3 billion battle against the tech giant.
The consumer champion said it will represent up to 39.7 million UK iCloud users in a landmark claim accusing Apple of using anti-competitive practices that effectively locked customers into its cloud storage service and left them paying more than they should. The case has moved a significant step forward after the Competition Appeal Tribunal granted Which? a Collective Proceedings Order (CPO), allowing the claim to continue on an opt-out basis.
Which? alleges that Apple abused its dominant position by giving preferential treatment to iCloud and making it harder for users to switch to rival cloud storage providers.
The organisation claims the practices “trapped” consumers within Apple’s ecosystem, reduced competition and enabled the company to charge higher subscription fees than would otherwise have been possible.
If the claim ultimately succeeds, affected consumers could receive payouts of up to £77 each, according to Which?.
Under the action, anyone who used iCloud between November 8, 2018 and June 8, 2026 and was living in the UK on June 8 this year will automatically be included unless they actively choose to opt out. Those who were living overseas on that date but used iCloud during the period can opt in to the claim.
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.”
The legal action was originally filed in November 2024 and seeks around £3 billion in damages on behalf of consumers.
Which? argues that Apple restricted competition by favouring iCloud on its iOS devices and by creating technical barriers that made rival cloud services less attractive. It also alleges that Apple tied iCloud services to its devices in a way that made it harder for consumers to switch providers.
The consumer group says the practices resulted in customers paying more for cloud storage subscriptions and receiving less free storage than they would have done in a more competitive market.
Apple has strongly rejected the allegations. In a statement issued previously, 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 is one of the largest consumer claims ever brought in the UK and will now proceed through the Competition Appeal Tribunal unless a settlement is reached beforehand.
There is no guarantee of compensation, with any payout dependent on Which? ultimately succeeding in its claim against Apple.