AppleCare Plus to See Price Hike for Mac and iPad

Apple is raising the subscription fees for its warranty service, AppleCare Plus, for Mac and iPad users. According to a report by The Verge’s Stevie Bonifield on July 15, 2026, the fees will increase by $0.50 per month and $5 annually. Existing subscribers will not be affected by the price change and can continue to pay their current fees.

Bloomberg’s Mark Gurman reported that, for instance, the plan for the 13-inch MacBook Air will rise from $7.49 per month to $7.99, and from $74.99 annually to $79.99. This adjustment applies only to new subscribers. The changes have not yet been reflected on Apple’s official website or in its terms of service, and no official comment has been provided by Apple.

Following Last Year’s iPhone Price Increase

This price hike follows a similar adjustment Apple implemented last year for AppleCare Plus plans for iPhone users. Back in 2025, Apple raised both monthly and annual fees for iPhone users, targeting only new subscribers, as it has done with the Mac and iPad plans. The move is seen as part of a broader effort to revise the revenue structure of its warranty services.

Linked to Hardware Price Hikes

The increase in fees appears to be linked to rising component costs. Last month, Apple broadly raised prices for its hardware, including Mac, iPad, Vision Pro, HomePod, and Apple TV 4K. The price hikes ranged from $30 for the HomePod mini to $4,200 for the M3 Ultra Mac Studio. CEO Tim Cook cited a shortage of RAM (memory) as a key reason for the increases, stating, “While we’ve tried to shield our customers, the situation has become unsustainable.”

With component costs putting pressure on hardware profit margins, it seems Apple is turning to services like AppleCare Plus to compensate for the revenue shortfall. Apple’s services revenue has been a growing pillar of its overall business, and this fee adjustment is likely aimed at accelerating that growth.

Treatment of New and Existing Subscribers

The price increase applies only to new subscribers, with existing AppleCare Plus customers continuing to pay their current rates. This approach likely aims to retain existing customers while boosting revenue from new subscribers. In subscription-based warranty services, it is common practice to prioritize the retention of current customers.

However, for new users, the combined effect of rising hardware prices and increased warranty fees will undoubtedly raise the total cost of owning and maintaining Apple products. For example, the annual warranty fee for a 13-inch MacBook Air will now be $79.99, and when combined with the device’s price, this could amount to an additional cost of around $400 over five years.

Editorial Opinion

In the short term, this price increase is certain to contribute to Apple’s services revenue. Slightly higher monthly and annual subscription income from new contracts will likely drive growth in the company’s services segment for the fiscal year 2026. However, there is a risk that this move, following last year’s iPhone price hike, could lead to some consumers turning away from Apple products.

In the long term, this can be interpreted as Apple doubling down on a business model that compensates for declining hardware margins with growth in services revenue. The AppleCare Plus price hike is functioning as a strategy to convert external pressures, such as high device prices and component shortages, into improvements in its revenue structure. However, it is crucial to monitor the cumulative effect of subscription fee increases, particularly on the brand’s appeal among younger consumers and in emerging markets.

From our perspective, while Apple has justified the price increase by pointing to RAM shortages, it is worth questioning whether the company is simultaneously enhancing the value of its services—such as improving coverage or response times. If the price hike is perceived solely as a cost increase, it could lead to customer dissatisfaction and potentially drive them toward competing warranty services or third-party insurance options.

References

• “Apple’s reportedly raising the price for AppleCare Plus on Macs and iPads”, by Stevie Bonifield — The Verge, 2026-07-15T22:39:40.000Z (ARR)
• Source URL: https://www.theverge.com/tech/966219/apple-care-plus-price-increase