The Apple of Excess: Why Price Hikes Won't Buy Customer Loyalty Apple has quietly raised the price for its extended warranty service, AppleCare Plus, on Macs and iPads.
This subtle move speaks volumes about the company's priorities in an era where customer retention is a major challenge. The $0.
50 monthly or $5 annual increase may seem minor, but it reflects the tension between Apple's desire to maintain premium pricing and growing customer dissatisfaction.