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UK consumer association Which? has been granted permission to proceed with a massive £3 billion opt-out collective lawsuit against Apple, potentially securing payouts for up to 39.7 million UK customers.

The Competition Appeal Tribunal issued a Collective Proceedings Order (CPO), officially allowing the landmark competition claim to move forward.

Which? alleges that Apple breached UK competition law by abusing its market dominance to give its own iCloud storage service preferential treatment. According to the consumer group, Apple effectively “traps” iOS users through technical restrictions and unfair choice architecture, making it difficult to use alternative cloud providers.

Which? argues this anti-competitive behaviour allowed Apple to overcharge users for monthly subscriptions and restrict free storage limits. If successful, individual consumers could receive payouts of up to £77 each.

The legal action covers anyone who used iCloud services at any time between November 8, 2018, and June 8, 2026. Under the opt-out system, UK residents who meet these criteria on June 8, 2026, will be automatically included in the claim unless they actively opt out.

Affected consumers who lived outside the UK on that date can choose to opt in. The deadline for both opting out and opting in is October 8, 2026.

Anabel Hoult, Chief Executive of Which?, welcomed the tribunal’s decision, signalling a warning to dominant tech firms. “Which? wants to make clear that no company, no matter how powerful, can get away with abusing its position,” Hoult said.

“The granting of the CPO means we’re one step closer to getting consumers the redress we believe they are owed from Apple and this should send a strong message to any other companies using anti-competitive tactics.”

Apple has strongly denied the allegations. When the claim was initially filed in late 2024, the tech giant stated it rejected “any suggestion that our iCloud practices are anti-competitive” and vowed to “vigorously defend against any legal claim otherwise.”

The case is being funded by LCM Funding UK Limited and handled by international law firm Willkie Farr & Gallagher. No compensation is guaranteed, as the case must still be formally argued and won at the tribunal unless a settlement is reached first.