Apple could face a $4 billion lawsuit over iCloud

The lawsuit was filed by consumer advocacy group Which?, which accuses Apple of abusing its dominant market position. According to the claim, the company created conditions that effectively locked iPhone and other Apple device users into the iCloud ecosystem, limiting their ability to switch to competing cloud storage providers.

Which? argues that Apple used several tactics to promote its own service. These allegedly included technical restrictions on how certain file types could be stored, deep integration of iCloud into the iOS ecosystem, and interface prompts and design features that steered users toward Apple’s cloud platform. The organization claims these practices weakened competition and allowed Apple to maintain higher prices.

“Which? wants to make clear that no company, no matter how powerful, can get away with abusing its position,” said Which? Chief Executive Anabel Hoult.

Apple has rejected the allegations. The company said customers are not required to use iCloud and have access to a wide range of alternative cloud storage services in the UK.

“We work hard to make iCloud a great experience, but customers are not required to use it, and many alternatives are available to people in the UK,” Apple said in a statement.

The claim covers iCloud users in the UK who used the service between November 2018 and June 2026. Which? estimates the total value of the case at around £3 billion. If successful, affected users could receive compensation of up to £77 each.

Apple previously attempted to block parts of the lawsuit, but the tribunal rejected those arguments and granted Which? permission to represent users in the collective action. A full trial is expected to begin in 2028.