Apple has been offering support plans for a number of its gadgets for a while now called AppleCare. Apple plans to make a big marketing push to get people to adopt the premium AppleCare+ offering for the iPhone and iPad.
AppleCare+ is a premium plan offering support for two years on top of the standard 90 days of support. AppleCare+ will also cover your device for up to two instances of accidental damage. One of the big changes to AppleCare+ is that users now have longer to buy the protection on their phone.
In the past, you only had 30 days to opt to purchase the protection if you didn't get it at the time of purchase. Moving forward, the plan will bring that purchase window out to 60 days. AppleCare+ for iPhone and iPads is $99. Apple has also now discontinued the older and cheaper AppleCare plan that didn't cover damage from accidents.