Consumer group Which? has cleared a major legal hurdle
Millions of Apple users could be set to pocket up to £77 each in compensation after consumer group Which? overcame a significant legal obstacle in its £3 billion fight against the American tech behemoth.
The consumer watchdog announced it will represent as many as 39.7 million UK iCloud users in a groundbreaking case accusing Apple of deploying anti-competitive tactics that effectively tied customers to its cloud storage service, leaving them out of pocket. The case took a major leap forward after the Competition Appeal Tribunal granted Which? a Collective Proceedings Order (CPO), permitting the claim to proceed on an opt-out basis.
Which? contends that Apple abused its dominant market position by favouring iCloud and making it increasingly difficult for users to switch to competing cloud storage providers.
The organisation claims these practices “trapped” consumers within Apple’s ecosystem, stifled competition and allowed the company to levy higher subscription charges than would otherwise have been justified. Should the claim prove successful, those affected could receive payouts of up to £77 each, according to Which?
Under the terms of 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 be automatically included, unless they choose to opt out. Those living abroad on that date but who used iCloud during the relevant period are able to 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 challenge was initially launched in November 2024 and is seeking approximately £3 billion in compensation on behalf of consumers.
Which? contends that Apple stifled competition by promoting iCloud on its iOS devices while erecting technical obstacles that made competing cloud services less appealing. The consumer champion also claims that Apple bundled iCloud services with its devices in a manner that made switching providers more difficult for users.
The watchdog maintains that these practices led to customers forking out more for cloud storage subscriptions while receiving less free storage than they would have in a genuinely competitive marketplace.
Apple has firmly dismissed the accusations. In a previous 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.”
This represents one of the most substantial consumer legal actions ever launched in Britain and will progress through the Competition Appeal Tribunal unless the parties reach an agreement beforehand.
Compensation isn’t guaranteed, with any potential payout hinging on Which? ultimately prevailing in its case against Apple.
