Apple Raises AppleCare+ Prices for New Mac and iPad Customers
Jul 16, 2026Apple is reportedly charging more for new AppleCare+ plans while leaving current subscriber prices unchanged for now. The move offers a useful look at how subscription companies can raise prices without immediately repricing their full customer base.
Apple has reportedly raised AppleCare+ prices for new Mac and iPad customers in the United States.
Monthly prices increased by 50 cents, while annual prices rose by $5. Existing subscribers will reportedly keep their current rates for now.
For a 13-inch MacBook Air, the monthly price increased from $7.49 to $7.99. The annual price rose from $74.99 to $79.99.
Apple has not announced the increase in a press release. The changes were first reported by Bloomberg and later confirmed through pricing checks by several technology publications.
A higher price for new customers
AppleCare+ provides repair coverage, battery service, technical support, and protection for accidental damage.
Customers can buy coverage for an individual device and pay monthly or annually, depending on the device and available plan.
By applying the increase only to new subscriptions, Apple can collect more recurring revenue without immediately changing prices for its existing subscriber base.
That limits near-term disruption. Current customers don’t have to decide whether the higher price changes the value of coverage they already use.
For subscription executives, this is a familiar pricing choice. Raising prices for new customers can protect retention and reduce customer frustration, but it also delays the full financial benefit of the increase.
Apple hasn’t said how many new plans are sold each year or how much additional revenue the higher rates could produce.
Small increases can add up
An extra 50 cents a month may not change the decision for many customers purchasing an expensive Mac or iPad.
The cost of the protection plan remains small compared with the price of the device and the potential cost of a repair.
That is part of what makes the move useful to watch.
A modest increase may be easier for new customers to accept, especially when it appears during a larger purchase. Across a large number of new subscriptions, even a small increase can produce meaningful recurring revenue.
Apple is raising the price without changing the core coverage or moving customers into a new plan.
AppleCare One stays at $19.99
AppleCare One, Apple’s multi-device protection subscription, remains priced at $19.99 per month for up to three devices. Customers can add more devices for $5.99 per month each.
Apple introduced the bundle in 2025 as an alternative to purchasing separate AppleCare+ plans for multiple devices.
Keeping AppleCare One at the same price while some individual plans become more expensive improves the bundle’s relative value.
That doesn’t mean every customer will save money by switching. The comparison depends on the number and type of devices being covered.
Still, AppleCare One could become more attractive to customers who already want protection for several Apple products.
Insider Take
Apple’s move shows the appeal of a quiet price increase.
Charging new customers more avoids forcing the existing subscriber base to reassess the value of the plan. The tradeoff is time. Apple will collect the higher price only as new customers join, rather than across every active subscription.
That approach can work well when retention matters more than immediate revenue. It also creates a growing mix of customers paying different prices for the same coverage, which can become harder to manage over time.
For subscription executives, the real decision is whether to raise prices for everyone or only for new customers.
A broad price increase produces revenue faster but invites more customer reaction. New-customer pricing moves more slowly, with less disruption.