Apple files trademark for AppleCare+

Apple has filed a new trademark application for “AppleCare+” on May 14th.

Some of the statements made in regards to this filing are:

“Insurance and warranty services, namely, underwriting warranty and extended warranty contracts relating to the maintenance, repair, installation, replacement, and updating of computer hardware, computer peripherals, computer networks, and consumer electronic devices; insurance and warranty services, namely, underwriting warranty and extended warranty contracts relating to the maintenance, installation, and updating of computer software; providing extended warranties on computer hardware, computer peripherals, computer networks, consumer electronic devices, and computer software; insurance services, namely, providing accidental damage, theft, and loss insurance coverage for computer hardware, computer peripherals, and consumer electronic devices.”

As background, Apple introduced the program in 2011 as an extended warranty service that combines traditional tech support, software support, and hardware support with the addition of the company’s first accidental damage plan.

In 2018, Avi covered the subject as back then Apple unveiled three new iPhones and extended the warranty program for iPhones to include coverage against theft and loss. iPhone users could choose between two AppleCare+ plans – one that covers accidental damage, and one that covers accidental damage, theft, and loss. Coverage was underwritten by Assurant. However, judging by this and this, AIG is Apple’s new warranty partner.