Apple have debuted AppleCare+ next to the launch of their 'next-gen' iPhone 4S. This is an upgrade from the usual AppleCare (minus the +), what does the + offer you ask? Well, its +$30 for a start, with a price increase from $70 to $100, but now offers two forms of protection from accidental damage, for a $49 fee each time. $49 is a lot less than the full retail price for a fresh device, but there doesn't seem to be any other new features apart from what is already on offer.
Except "one more thing", where its predecessor could be obtained and activated anytime within the first twelve months of your purchase, it looks as though AppleCare+ has to be purchased at the same time as the precious item you're buying to protect. Not bad, but not great, Apple.