Apple has raised the price of AppleCare+ for Mac and iPad products by $0.50 per month and $5 per year on new purchases, effective this week. Bloomberg first reported the increase on July 15, 2026, with Engadget confirming the details the following day (Engadget).

AppleCare+ is Apple's extended warranty and support plan, which covers accidental damage and hardware repairs beyond the standard one-year warranty.

The increases apply only to new AppleCare+ contracts. If you already subscribe, your current billing does not change. AppleCare One, a bundled plan that covers up to three devices under a single subscription, is also unaffected (Engadget).

For a concrete example: the monthly AppleCare+ rate for a 13-inch MacBook Air went from $7.49 to $7.99, while the annual plan went from $75 to $80. The $0.50 monthly and $5 annual increases appear consistent across the Mac and iPad product lines, though Apple does not publish a single master price list — costs vary depending on which device you buy (Engadget).

Bloomberg's July 15 report described the move as the latest in a series of AppleCare+ price adjustments, though the publication date of the original article is not independently confirmed (Bloomberg).

The increase is deliberately narrow. By leaving existing subscribers and AppleCare One customers alone, Apple applies the new price only at the point of sale — the moment a customer is already buying a device and is least likely to balk at a small add-on. Fifty cents a month is small enough that most people will not walk away from the purchase, but across the millions of Macs and iPads Apple sells each quarter, it adds up to a meaningful amount of recurring revenue.

For businesses that buy AppleCare+ in bulk, the per-device increase is modest but not trivial. A company with 500 Macs on monthly AppleCare+ plans pays an additional $250 per month, or $3,000 per year. The exemption for existing contracts means current inventories are unaffected, but any new device purchases from this point forward carry the higher rates.

The decision to leave AppleCare One unchanged follows the same logic. AppleCare One is the higher-commitment plan that covers multiple devices, and it is the product Apple most wants customers to adopt because it keeps them deeper in Apple's ecosystem. Raising its price would create friction at exactly the point where Apple wants to reduce it. The standalone AppleCare+ plans are the entry-level option; the small increase pulls in slightly more revenue from less-committed buyers without discouraging them from eventually upgrading to the bundled plan.

Services revenue — money from subscriptions, warranties, and other ongoing charges rather than one-time hardware sales — has been Apple's growth story for several quarters. A $0.50 monthly bump on individual Mac and iPad plans will not show up in a meaningful way on an earnings call. But it signals that Apple continues to test how much customers will pay before they decide to skip the add-on.

The broader context here is about how Apple thinks of these warranty plans. The company treats AppleCare+ as a subscription with adjustable pricing, not as a fixed service included in the cost of a device. That approach means we can expect more small, targeted increases over time rather than dramatic price changes. It is the same pattern you see with streaming services or cloud storage plans: each individual increase is small enough to feel harmless, but the direction adds up.