A £3 billion legal claim has been brought against Apple over how its iCloud storage service operates on iPhones and iPads.
The case has been filed by consumer group Which?, which alleges that Apple breached UK competition law by limiting choice and steering customers towards its own iCloud service.
If you used iCloud between November 2018 and June 2026, and were living in the UK on 8 June 2026, you are likely included in the claim.
Here’s what the case is about, and what it could mean for you.
What is the claim alleging?
Which? argues that Apple used its position in the smartphone and tablet market to restrict competition in cloud storage.
iCloud is built into every Apple device and comes with a level of free storage. Once that limit is reached, users are encouraged to upgrade to paid plans.
The claim says Apple:
- Did not provide clear, practical alternatives to iCloud for full device backup and storage
- Limited how third-party cloud providers could integrate with iOS
- Prevented certain types of data from being stored outside iCloud.
According to the claim, this meant many users had little realistic choice but to use Apple’s own service. With less competitive pressure, Apple is alleged to have been able to charge higher subscription prices than it would in a fully competitive market.
Apple rejects the allegations and will defend the case.
How many people could be affected?
Which? says up to 40 million UK Apple customers could potentially be affected.
It is seeking damages on behalf of all eligible customers.
UK customers who used iCloud between November 2018 and June 2026 and were living in the UK on 8 June are included in the claim.
This is an opt-out claim. That means you’re automatically part of the case if you meet the eligibility criteria, unless you opt-out by 8th October 2026.
How much compensation could there be?
Which? estimates that affected customers could be owed an average of around £77 each.
That figure is only an estimate. Any final amount would depend on:
- Whether the claim succeeds
- How the court assesses any overcharge.
There is no guarantee of compensation, and £77 may not seem like a large amount on its own. But collective actions exist for a reason. When smaller losses affect millions of people, individual consumers rarely pursue them — meaning potential overcharges can go unaddressed.
If the claim succeeds, taking part ensures you do not miss out on compensation you may be entitled to, and it helps reinforce the principle that large companies must compete fairly.
What is happening now?
The UK tribunal has given the go-ahead for the lawsuit against Apple over iCloud services. That means:
- Eligible UK consumers are automatically included (unless they choose to opt out).
- If compensation is later awarded, there will likely be a process for registration and payment.
The case is expected to be heard in October 2028.
Why does this case matter?
Cloud storage has become a routine part of everyday life. We use it for photos, messages, documents and backups. The claim argues that when a dominant company limits alternatives, consumers can end up paying more than they should.
While eligible consumers are automatically included, in practice, many people could miss out.
In previous cases, compensation was set aside for millions of consumers — yet large numbers never received a penny. Not because they weren’t entitled, but because they didn’t know the claim existed, didn’t realise it applied to them, or didn’t understand what they needed to do when the time came.
That’s the gap we are determined to close.
We’re not a law firm, and we don’t run this case. Our role is to:
- Explain what claims like this are about in plain English
- Help people understand whether they might be included
- Track key updates as cases move through the courts
- Signpost consumers to the official claim site and trusted sources.
When a claim could affect millions of people, awareness is just as important as the legal arguments themselves. By raising awareness early, we aim to make sure eligible consumers are informed — and ready — if compensation becomes available.
Join the Claim connects consumers with trusted, SRA-regulated law firms. For this claim, we’re not directly involved, but we’ll keep you informed. Where possible, we’ll share links to official claim websites or updates as they become available.
- Last Updated: June 2026
