Consumer advocacy group Which? has initiated a £3 billion lawsuit against Apple, alleging violations of competition law by compelling customers to use its iCloud services.

This legal action aims to fill a regulatory void ahead of the UK's new digital markets regime, which is set to strengthen oversight of tech companies.

The lawsuit is being financed by Litigation Capital Management, which is committed to supporting the case through its entirety.

Which? is represented by the international law firm Willkie Farr & Gallagher, which will receive fees as the case progresses, but not a share of any potential damages.

Under the Consumer Rights Act 2015, U.K. consumers will be automatically included in the claim unless they choose to opt-out, while consumers outside the U.K. must opt-in.

The lawsuit has been formally filed with the U.K.'s Competition Appeal Tribunal (CAT) and was announced via a press release.

The outcome of this lawsuit remains uncertain, and legal experts anticipate a lengthy process.

Legal expert Alan Davis suggests that the potential for high damages and the support of litigation funding may lead to an increase in similar cases against major tech companies.

Apple has faced scrutiny and fines in multiple countries for market dominance issues, including a recent €13 billion tax ruling from the EU.

This lawsuit reflects a broader trend of significant legal actions against tech giants in the U.K., raising concerns about consumer choice and pricing in the industry.

The timing of the lawsuit is crucial, as the Competition and Markets Authority is expected to gain enhanced regulatory powers in early 2025.

If Which? is successful, affected users could receive approximately £70 each, and the case may take years to resolve.