"This is correct. The box has the serial number and what product it is for (MB588LL/A in my case) and inside the box, there is the tech tools dvd, a 47 page guide, and a separate carboardish paper that has the web registration instructions with a sticker on the bottom right hand side with the registration number. I believe you need both numbers, but i cannot remember for sure."
In that case, my earlier posting - which was denigrated by "lovemacs" - is correct, and lovemacs is WRONG.
He is wrong because the actual "serial number" of the AppleCare product sold - and the one thing that makes it unique and distinguishes it from all other boxes of the same product on the shelf - is the SERIAL NUMBER, which - AGAIN - appears on the OUTSIDE OF THE BOX, and NOWHERE ELSE.
But let's go beyond this argument.
If the INSIDE of the box has "web registration instructions with a sticker on the bottom right hand side with the registration number", and even if you don't need the serial number from the outside - why won't the seller send you the simple, thin, piece of paper with the registration number on it?
Again, this paper serves as PROOF OF PURCHASE and verifies that you - the claimed owner of the policy - are actually in possession of the paperwork and registration number from which the policy emanates.
WHY WON'T THEY SEND YOU THIS?
Simple:
Because they don't HAVE IT, and never did.
The numbers are fake.
One question, Fish. Have you personally ever purchased AppleCare?