A major legal battle is brewing as consumer advocacy group Which? launches a £3 billion lawsuit against Apple, accusing the tech giant of unfairly restricting UK customers' cloud storage options and charging excessive prices for its iCloud service.
The lawsuit, filed with the Competition Appeal Tribunal, claims Apple violated competition laws by making it challenging for users to choose alternative cloud storage providers while promoting its own iCloud service. Which? alleges this practice has effectively trapped approximately 40 million UK Apple device users.
Apple provides 5GB of free iCloud storage to users but requires payment for additional space, with monthly plans ranging from £0.99 for 50GB to £54.99 for 12TB. The company raised these prices by up to 29% in 2023, a move that sparked criticism from consumers.
According to Which?, Apple's iOS operating system maintains a monopoly that the company exploits to gain unfair advantages in related markets, including cloud storage. The consumer group argues that Apple's practices prevent customers from fully backing up their device data with third-party providers.
If successful, the legal action could result in compensation averaging £70 per affected customer. Under the Consumer Rights Act 2015, eligible users are automatically included in the claim unless they opt out.
Apple strongly disputes these allegations. In a statement, the company emphasized that users are not required to use iCloud and can choose from various third-party storage options. Apple noted that nearly half of its customers neither need nor pay for iCloud+ subscriptions, and maintained its pricing aligns with competitor rates.
The case parallels a similar lawsuit filed in the United States earlier this year, which remains ongoing. Which? has called on Apple to resolve the matter without litigation by refunding affected consumers and opening iOS to allow greater choice in cloud services.