Apple is facing a £3 billion legal claim in the UK, accused of anti-competitive practices and overcharging iCloud customers.

Consumer group Which? has launched the class action on behalf of around 40 million UK iCloud users, alleging that Apple has effectively locked them into its service by restricting third-party alternatives, stifling competition, and inflating prices. The claim argues that Apple’s market dominance forces customers to rely on iCloud, with subscription costs ranging from £0.99 to £54.99 per month.

Apple denies the allegations, asserting that iCloud use is optional and that many customers choose third-party storage. It insists it facilitates data transfer and will robustly defend against claims of anti-competitive behaviour.

This lawsuit is part of a growing wave of class actions against major tech firms over similar issues. Other companies, including Google and Facebook, face comparable legal challenges, which could reshape competitive practices in the industry.

Legal experts have highlighted the potential for this and similar cases to disrupt dominant market positions and promote consumer-friendly reforms. Businesses may need to reassess practices to avoid limiting consumer choice or inviting regulatory scrutiny.

The outcome of this case could set a precedent, influencing how large tech firms structure services and compete, with implications for compliance and consumer trust.