Nearly 40 million UK Apple users could be in line for compensation of up to £77 each, after consumer group Which? cleared a major legal hurdle in its £3 billion lawsuit against the tech giant. The case accuses Apple of anti-competitive practices that locked customers into its iCloud storage service and left them paying over the odds.
The legal challenge was launched in November 2024 by Which?, a consumer watchdog, which now has permission to pursue the claim on behalf of up to 39.7 million UK iCloud users. In June 2026, the Competition Appeal Tribunal granted a Collective Proceedings Order (CPO), allowing the case to proceed on an opt-out basis – meaning eligible users are automatically included unless they choose to leave. Which? argues that Apple abused its dominant market position by giving iCloud preferential treatment on its devices while making it difficult for users to switch to rival cloud storage providers. The organisation says these practices “trapped” consumers within Apple’s ecosystem, stifled competition and led to higher subscription charges than would otherwise have been justified.
“Explaining the £3bn claim against Apple over iCloud practices and what it means for UK users.”
Apple has firmly dismissed the accusations. But if the claim succeeds, affected users could receive payouts of up to £77 each, according to Which?. The claim covers anyone who used iCloud between 8 November 2018 and 8 June 2026 and was living in the UK on 8 June 2026. Those who lived abroad on that date but used iCloud during the relevant period can opt in. Which? has set up a website, cloudclaim.co.uk, for people to sign up for updates.
Why does this matter for UK readers? For one, the claim affects nearly 40 million people – roughly half the UK population. The outcome could set a precedent for how big tech companies treat consumers in the UK, especially when it comes to bundling services and making switching hard. It’s also a test of the UK’s collective action regime, which allows consumer groups to sue on behalf of large groups of people. If Which? wins, it could encourage other organisations to bring similar cases against powerful companies.
Q: Who is eligible for the Apple iCloud compensation? Anyone who used iCloud between 8 November 2018 and 8 June 2026 and was residing in the UK on 8 June 2026 is automatically included in the claim. Those living abroad on that date but who used iCloud during the relevant period can opt in.
Q: How much could I get if the claim succeeds? Which? estimates that affected users could receive up to £77 each, though the exact amount depends on the number of claimants and the final damages awarded by the court.
Q: Do I need to do anything to join the claim? No – if you meet the criteria, you are automatically included on an opt-out basis. You can visit www.cloudclaim.co.uk for more information or to sign up for updates. If you want to leave the claim, you must actively opt out.
The next step is a full trial, which could take months or years. For now, the case is one step closer to getting consumers the redress Which? believes they are owed. As Anabel Hoult, chief executive of Which?, said: “No company, no matter how powerful, can get away with abusing its position.”