Millions of Apple customers across the UK could receive compensation averaging around £77 after a major class action lawsuit against the technology giant was given the green light to proceed.

The claim, worth an estimated £3 billion, has been brought by consumer rights organisation Which?, which alleges Apple breached competition law by effectively steering customers towards its own iCloud storage service while making it more difficult to use alternative cloud providers.

The Competition Appeal Tribunal has now granted permission for the case to move forward, marking a significant step in what could become one of the largest consumer legal actions ever brought against Apple in the UK. If the claim is ultimately successful, around 39.7 million people could be eligible for compensation.

Which? argues that Apple "trapped" customers into using iCloud by giving its own storage platform preferential treatment on iPhones and iPads.

According to the consumer group, Apple encouraged users to store photos, videos, messages, notes and other personal data using iCloud, while simultaneously restricting the ability to fully back up devices using third party cloud services.

The organisation claims this reduced competition within the cloud storage market, leaving millions of customers paying monthly subscription fees that they may not otherwise have needed to pay. It also alleges consumers received only 5GB of free storage before being encouraged to upgrade to paid plans once that limit had been reached.

The lawsuit covers UK Apple customers who used iCloud services between 8 November 2018 and 8 June 2026.

Eligible customers living in the UK are expected to be automatically included in the claim unless they choose to opt out. People who have since moved overseas may still be able to take part by opting in, provided they meet the eligibility criteria.

If the claim succeeds, Which? estimates the average payout could be around £77 per person, although the final amount would depend on factors such as how long each customer paid for iCloud services during the period covered by the case.

Anabel Hoult, chief executive of Which?, said:

"Which? wants to make clear that no company, no matter how powerful, can get away with abusing its position.

"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 rejected the allegations.

A spokesperson for the company previously described the claims as "unfounded", adding:

"We work hard to make iCloud a great experience, but no customer is required to use it and customers in the UK have plenty of alternatives to choose from."

Apple has also indicated that it intends to challenge the decision as the legal proceedings continue.

The news has quickly sparked discussion online, with many Apple users sharing their own experiences of paying for additional iCloud storage over the years. One person commented:

“I’ve had like 50 iPhones and they’ve done this every time, what’s 50 x £77 please!?”

Another wrote:

“I will happily take my £77 and anyone else that says ‘what’s £77 going to do?’ I’ll send my bank details.”

Another commented:

“Please, it’s more than £77. How can I have 256GB and then to view my own pictures it has to load from iCloud storage!?”

The case is still a long way from being decided, and there is no guarantee that compensation will ultimately be paid. Even so, the tribunal's decision marks an important milestone, and millions of Apple users across the UK will now be watching closely to see how one of the country's biggest consumer lawsuits unfolds.