Apple’s dominance in the tech market has once again come under fire. Consumer group Which? has already launched a landmark £3 billion collective action in the UK over alleged iCloud overcharging. Building on this wider scrutiny, the Consumer Protection Bureau (CPB) has now launched its own campaign, focusing on Apple’s restrictive and overpriced repair policies, further highlighting systemic issues with the company’s treatment of consumers.

The Which? claim, filed on behalf of an estimated 40 million Apple customers, alleges that Apple breached UK competition law by unfairly favouring its iCloud storage service and overcharging users since 2015. According to Which?, Apple has created a “trapped” customer base by making iCloud the default and most convenient option, overcharging users by around £75 per year.

Apple strongly denies the allegations and has said it will “vigorously” defend itself, insisting customers are free to choose other services and that its pricing is competitive. The case, however, adds to growing scrutiny of Apple’s practices, with the UK Competition and Markets Authority (CMA) already investigating the iOS mobile ecosystem and the European Commission probing App Store restrictions, including so-called “anti-steering” rules.

This latest challenge fits into a broader pattern of concern. CPB recently highlighted Apple’s behaviour in the UK repair market, where consumers are often told their devices are “beyond repair” and quoted exorbitant costs, sometimes exceeding £1,700 without diagnostic transparency or affordable alternatives. In many cases, replacement parts may not even be new. CPB has since launched a global survey to gather evidence of consumer experiences with Apple repairs, joining forces with Right to Repair coalitions across the EU and US.

Both cases reflect the same underlying issue: Apple’s ability to leverage its market power to the detriment of consumer rights and fair competition. Whether through repair restrictions or cloud storage lock-ins, the pattern suggests a business model designed to maximise profits by limiting consumer choice.

For consumers, these legal and advocacy actions represent an important opportunity to push back. CPB will continue to expose and challenge practices that undermine transparency, fairness, and consumer choice, working with partners worldwide to ensure accountability.

Apple Faces Dual Pressure: iCloud Lawsuit and Repair Misconduct Under Spotlight

Apple is now at the crossroads of two major UK consumer challenges. First, Which? launched a £3 billion legal claim in late 2024, accusing Apple of using iOS’s dominance to push iCloud subscriptions—effectively trapping users and overcharging them. The case covers some 40 million UK users since October 2015, with potential compensation of about £70 per person The . A key hearing is scheduled for 19–21 November 2025 to determine class-action certification .

Meanwhile, CPB’s Right to Repair campaign is uncovering troubling practices at Apple’s UK service centres. A consumer was told their MacBook was "doomed" and only fixable via a full logic board and storage replacement for £1,700 (later “discounted” to £1,379), with no diagnostic report and used parts likely used. Yet the device booted up the next day, undermining Apple’s own evaluation.

What CPB Is Doing

• Launched a global consumer survey to document repair experiences, with findings to be shared with UK and EU regulators and Right to Repair groups.

• Which? is pursuing its collective case through the Competition Appeal Tribunal, backed by litigation funding.

• Together, these actions are building the case that Apple’s seamless ecosystem is not just a convenience, it can be a barrier to fair pricing, choice, and data rights.

In Summary

From iCloud storage to repair bills, Apple’s dominant architecture appears to protect its own interests, often at the cost of consumer freedom and fairness. CPB and Which? are demanding transparency, fair pricing, and genuine choice. Consumers now have platforms to hold Apple accountable.

Want to get involved?

Take part in CPB’s global repair survey to make your experience heard.