In 2023, a class action lawsuit was filed against Apple and Amazon regarding a 2018 agreement that allegedly restricts third-party retailers from selling Apple and Beats products on Amazon. The plaintiffs claim this constitutes antitrust behavior, limiting competition and increasing consumer prices. This is not the first legal challenge faced by the companies; similar cases have been brought in Germany, the USA, Spain, and Italy.

Christine Riefa, a consumer law academic, led the initial case, but the British Competition Appeal Tribunal declined to certify it due to concerns over Riefa's ability to independently protect the class's interests and the lawsuit's funding structure. The funding agreement with Asertis, the case's funder, stipulated that Asertis could receive payment before consumers, potentially leaving the class with nothing. Consequently, a new class representative was appointed, and the tribunal reinstated the case.

However, the tribunal only permitted part of the lawsuit to proceed, focusing solely on Apple products sold on Amazon, not those bought directly from Apple. The tribunal stated that claims related to Apple's marketplace are based on a "complex and speculative theory of harm." Both Apple and Amazon strongly disagree with the lawsuit, with Apple arguing the agreement protects customers from counterfeit products.