Apple sells AppleCare+ to more than 60 million people every single year.
most of them buy it in under 30 seconds right at checkout, right after spending $1,000 on a new phone, while an employee asks "would you like to add protection?" in the exact same breath as "would you like a case?"
It's betting that almost none of those 60 million people will ever actually read what they bought not the coverage limits, not the exclusions, not the fine print until the one day they actually need it. And by then, it's too late to do anything but pay.
I spoke with someone who worked Apple's AppleCare support line for 3 years, fielding calls from people who thought they were fully covered and found out, in real time, on the phone with a stranger, that they weren't.
What they told me will change how you think about the plan sitting on your phone right now:
🧵