Ironically this article is misleading. You are not REQUIRED to purchase insurance, though because it's a lease it would be a good idea. It simply states the consumer is RESPONSIBLE (meaning consumers pay for it) for insurance and repairs. For $11/Mo that's a pretty good deal. If it gets lost or stolen or damaged beyond repair you only pay a $200 deductible vs the hundreds of dollars it would cost to replace it if you didn't have insurance. This is no different than leasing a car. It's not misleading. You can lease a phone and upgrade whenever Apple comes out with a new model as long as you return the phone. Do you think the price of the lease will stay the same 5 years from now? Of course not or no one would make a profit. Btw, Apple has the same deal on their website at the same prices and they do not pay for Applecare+ either. Nothing in life is free and if you ask me it's a great marketing campaign.