Yes, the full purchase price.
I don't know why people think there might be a chance that the Apple store guys will say, "Oh, sure, let's just give you another one!"
You'll have to buy it all over again if you didn't have insurance or Applecare+ on it.
They actually do do that. They can salvage working parts off of your old one and give you a remanufactured one at a discounted price.