Apple’s grip on iCloud is heading for a courtroom test.
A UK Competition Appeal Tribunal (CAT) has cleared a £3 billion (approximately $4 billion) lawsuit brought by Which?, accusing Apple of using its market dominance to steer users toward its iCloud service. The claim argues that Apple designed key storage and backup features to make iCloud the easiest option while limiting competition from rival providers.
“No company, no matter how powerful, can get away with abusing its position,” Anabel Hoult, chief executive of Which?, said in a statement to Reuters.
How the case started
According to Reuters, Which?, a UK-based consumer rights group, filed the claim in 2024, alleging that Apple effectively locked users into iCloud.
iCloud is Apple’s cloud service, much like Google Drive is for Android users. The service gives users 5 GB of free storage, then directs them to paid tiers that start at 50 GB once that limit is reached.
According to a 2024 BBC report, Hoult said that the action aimed to secure redress for consumers, discourage similar conduct, and promote fairer competition. The outlet also reported that Which? asked Apple to settle the matter “without the need for litigation” by refunding consumers and opening up competition.
Apple’s response
Apple disputed the allegations from the start, saying that users are free to choose alternative cloud-storage services. The company maintains that restrictions on competitors are in place for security reasons.
“We reject any suggestion that our iCloud practices are anti-competitive and will vigorously defend against any legal claim otherwise,” Apple said. The company also moved to strike parts of the claim, but the tribunal denied that motion.
Apple has also faced antitrust lawsuits in the US and abroad.
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Who is eligible for a payout?
Which? estimates that around 40 million UK users could be included in the claim, with potential compensation of £77 (about $101) per person if the trial, which is set to commence by 2028, succeeds.
The claim covers individuals who used iCloud at any time between Nov. 8, 2018, and June 8, 2026. Eligible UK residents are automatically included unless they opt out, while eligible non-UK residents can opt in. The deadline for both actions is October 8, 2026.
Apple’s case is not the only recent episode of anti-competition demands. WhatsApp has also found itself in a similar position, but with the EU.
What this means for UK residents
For UK residents, the case is mostly a waiting game for now. No compensation is guaranteed, and any payout would depend on the claim surviving the legal process and ultimately succeeding at trial or through a settlement.
The more immediate takeaway is that Apple’s iCloud pricing and default storage experience are now under formal legal scrutiny in the UK. If Which? succeeds, the case could pressure Apple to make rival cloud-storage services easier to use on its devices.
It may also set a broader precedent for how consumer groups challenge Big Tech services that are built deeply into phones, laptops, and tablets. That could matter even for users who never receive a payout.
Also read: EU regulators ordered Meta to restore WhatsApp access for rival AI assistants, including ChatGPT and Perplexity, while an antitrust probe into its platform rules continues.