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 have paid for iCloud storage since 1 October 2015, you could potentially be 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.
The claim is brought on behalf of UK consumers who have obtained iCloud services from 1 October 2015 onwards. The claim mainly concerns people who paid for extra iCloud storage, because those are the users who may have paid the alleged overcharges.
How much compensation could there be?
Which? estimates that affected customers could be owed an average of around £70, depending on how long they paid for iCloud storage.
That figure is only an estimate. Any final amount would depend on:
- Whether the claim succeeds
- How the court assesses any overcharge
- How long each person subscribed.
There is no guarantee of compensation, and £70 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 claim has been filed in the Competition Appeal Tribunal (CAT). Before it can proceed to trial, the Tribunal must decide whether the case can go ahead as a collective action.
If the opt-out claim goes ahead:
- Eligible UK consumers would automatically be included (unless they choose to opt-out)
- If compensation is later awarded, there would usually be a process to register and receive payment
- Consumers living outside the UK would need to opt in.
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.
You may be included if you lived in the UK, and paid for iCloud storage at any time from 1 October 2015 onwards.
If the case progresses, there will usually be a formal claims process for eligible consumers. However, 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.
