I've been buying Apple products for two decades and I don't think I'd ever even heard of AppleCare until I started reading the AppleWatch forums. There was a lot of adverse publicity in the UK a few years ago about extended warranties and the huge profits made by the companies who offer them. There seems to be a lot of paranoia on these forums about damaging the watch. Do people worry in this way about everything the buy? Do people who buy non-Apple watches buy insurance products for them (other than for theft)? At one point I was thinking of buying an SS Link and did consider AC+ as it's such an expensive watch. Yet, when I bought a "normal" watch that cost twice as much a few years ago it never occurred to me to buy insurance for it.