Dr. Kent and Hausfeld at Awards Ceremony.
Holding Big Tech to account: returning £1.5 billion to UK consumers and proving no company is above the law.
The Campaign
The Kent v Apple campaign is a landmark UK collective action led by Dr. Rachael Kent, represented by Hausfeld & Co. LLP, on behalf of approximately 36 million UK iPhone and iPad users. The case challenged Apple’s App Store practices, specifically its mandatory 30% commission on paid apps, subscriptions, and in-app purchases, alongside restrictions preventing alternative payment systems. Initiated to address concerns around fairness, competition, and consumer harm, the campaign brought together legal experts, economists, and digital policy specialists to build a robust case under UK competition law.
Strategically, the campaign combined rigorous academic research with legal action, alongside extensive public engagement and media coverage to raise awareness of how platform monopolies impact everyday users. It highlighted the hidden costs embedded in digital ecosystems and positioned collective action as a mechanism for consumer redress, demonstrating how individuals can challenge systemic issues at scale.
Dr. Kent giving speech at Awards Ceremony.
Being shortlisted recognises a truly collective effort to challenge the power of one of the world’s most powerful technology companies and to stand up for millions of UK consumers. This case demonstrates what can be achieved when rigorous research, legal expertise, and public interest come together. It is not only a milestone for competition law, but a statement that fairness, accountability, and consumer rights must remain central in the digital age, and that no one is above the law!”
Dr. Rachael Kent
The Change
In October 2025, the UK Competition Appeal Tribunal ruled in favour of Dr. Kent on all aspects of the claim, finding that Apple had abused its dominant position in the App Store by imposing “exclusionary practices” and charging “excessive and unfair” fees. The ruling concluded that Apple’s restrictions on app distribution and payment systems limited competition and led to inflated prices for consumers over more than a decade. This decision represents a landmark moment in UK competition law and digital regulation. It paves the way for around £1.5 billion in compensation to be returned to around 36 million UK consumers and businesses who paid for apps, subscriptions, and digital content. Crucially, it is the first successful conclusion of a collective action at trial under the UK’s competition regime, setting a powerful precedent for future cases against major technology companies. Beyond financial redress, the campaign has shifted public and policy conversations around platform accountability, digital markets, and consumer rights. It sends a clear message that even the most powerful global corporations can be held accountable, reinforcing trust in legal systems designed to protect consumers in the digital age.
The Future
The next phase of the campaign focuses on securing compensation for eligible UK consumers and navigating the appeals process, as Apple has indicated its intention to challenge the ruling. Alongside this, the case could have a lasting impact on digital market regulation, influencing future legal actions and policy development in the UK and beyond. The campaign also continues to raise awareness of consumer rights within digital ecosystems, empowering individuals to understand and challenge unfair practices. Its legacy will extend beyond this case, steering the debate around the UK collective regime’s effectiveness, and shaping how platform accountability is approached globally.
Who else was involved?
Dr. Rachael Kent, King’s College London, Hausfeld, Lesley Hannah, Sofie Edwards, Kio Gwilliam-Savva, Emma Poland, Jonathan Amior, Jake Henderson, Abigail Masters, Kazi Elias, Daniela Del Rio, Mark Hoskins KC, Tim Ward KC, Mike Armitage, Matthew Kennedy, and Antonia Fitzpatrick.
