A class action lawsuit against Apple, which accuses the company of overcharging iCloud users in the United Kingdom, has been given the green light to go to trial in October 2028. The plaintiffs are seeking £3 billion ($3.9 billion) in damages from Apple. The high-profile case involves around 40 million iPhone and iPad owners in the United Kingdom, who could each receive up to £77 if the claim is successful.
Which? vs Apple iCloud
Consumer advocacy group Which?,which is behind the lawsuit, claims that Apple has locked its customers into iCloud since 2015, limiting how competing cloud services on its devices. This, Which? says, has led to exorbitant iCloud subscription prices . Apple offers users 5GB of free storage, but pushes them toward paid tiers once that space is full.
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Prices in the UK range from 99p per month for 50GB to £54.99 per month for 12TB, which the team considers excessive.
The case was brought before the Competition Appeal Tribunal in November 2024, with Which? representing the affected consumers. Anabel Hoult, chief executive of Which?, said the group was seeking to make clear that no company, no matter how powerful, can get away with abusing its position. The court’s decision to allow the case to proceed is seen as a significant step towards consumer redress.
Apple, for its part, has called the claims baseless and argues that no customer is obligated to use iCloud, as there are alternatives. The company has said it strongly disagrees with the court's decision and plans to appeal. The case is particularly significant, as it calls into question Apple's practices in relation to its dominance in the cloud services market.
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Eligibility for the lawsuit covers anyone who used iCloud on a device in the United Kingdom between November 8, 2018, and June 8, 2026. Those who lived in the United Kingdom on June 8 are automatically included unless they choose to opt out by October 8. Non-UK residents as of that date must opt in by the same deadline. Customers who first used iCloud after June 8, 2026 are excluded.
This case is not just about Apple, but also about the broader debate surrounding the practices of big tech companies and how they affect consumers. Which? hopes that the success of the lawsuit will send a strong message to any other company that uses anti-competitive tactics. This case is expected to attract the attention of both consumers and regulators, as it could set a precedent for future lawsuits against big tech companies.
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In this context, the Apple and iCloud case highlights the importance of transparency and fairness in commercial practices, especially in an era where cloud services are becoming increasingly essential for consumers. The outcome of the case could affect not only Apple but also the way consumers perceive and use cloud services in the future.
