UK consumer rights group Which? has filed a £3 billion lawsuit against Apple, alleging that the tech giant has broken competition rules by giving its own cloud storage service, iCloud, preferential treatment and overcharging UK consumers. The lawsuit, filed with the UK's Competition Appeal Tribunal, accuses Apple of using its dominance in the iOS operating system to unfairly promote iCloud and limit consumer choice.

The lawsuit, which is seeking damages of £3 billion, claims that Apple has made it difficult for consumers to use alternative storage providers, forcing them to pay for iCloud services at "rip-off" prices. Which? estimates that individual consumers could be owed an average of £70 in damages, depending on how long they've been paying for iCloud services.

The lawsuit is the latest in a series of antitrust actions against Big Tech companies, including a similar lawsuit filed in the US in March. The outcome of this case could have significant implications for the tech industry, potentially forcing companies to rethink their business practices and give consumers more choice in the cloud storage market.

Which? is urging Apple to resolve the claim without litigation, offering consumers their money back and opening up iOS to allow users a real choice for cloud services. The lawsuit is being funded by Litigation Capital Management, a major global litigation funder.

The case highlights the growing trend of class action-style competition suits against Big Tech, following a wave of antitrust enforcements on both sides of the Atlantic. The outcome of this case will be closely watched by the tech and startup community, as it could have far-reaching implications for the industry.