Which? has won court permission to push a multibillion-pound cloud storage claim against the Fruity Cargo Cult Apple.
The consumer group says more than 40 million UK iPhone and iPad iOS users could be owed compensation for Job’s Mob’s iCloud antics.
Which? claims Job’s Mob breached UK competition law by steering users towards iCloud and failing to give them a proper choice of cloud storage providers.
The claim says iOS users were not clearly told about alternatives or how those services could be used on an iPhone or iPad.
Which? has now been granted its “Collective Proceedings Order”, giving it permission to proceed with the case.
Anyone who used iCloud between 8 November 2018 and 8 June 2026 and lived in the UK on 8 June 2026 is automatically included, unless they opt out. Those outside the UK on 8 June 2026 can opt in if they used iCloud during the same period.
Consumers have until 8 October 2026 to opt out, or opt in from abroad, through the claim site cloudclaim.co.uk.
Which? reckons Job’s Mob left users with little real choice but to use iCloud, letting it charge more than it might in a properly competitive market. The service is built into every Apple device and offers 5GB of free storage for photos, notes, messages, and other data.
Once that fills up, customers are nudged towards paid tiers now ranging from 99p, about €1.15, to £54.99, about €63.79. The euro conversions use the ECB’s 23 June 2026 rate of €1 = £0.86200.
Which? says users are “locked-in” because some iPhone data cannot be backed up or stored through third-party cloud providers.
It argues that this cosy setup damages price, quality and choice, while making life harder for rival cloud storage providers.
Which? is seeking damages for affected consumers and estimates Job’s Mob could owe around £77, about €89.33, per person. The outfit wants Job’s Mob to settle by giving consumers their money back and opening iOS to real cloud provider choice.
Job’s Mob rejects any suggestion that its iCloud practices are anticompetitive and says it will vigorously defend the claim.
Which? says the Consumer Rights Act 2015’s collective action regime allows it to represent millions who could not realistically take on a tech giant alone.
