ProCare To Split Into Two Paid Services

April 29, 2007

Apple will realign its current $99 per-year ProCare service, splitting it into separate computer and personal training services, each priced at $99. The split will occur on May 2nd, leaving advance reservation, priority repair and other Genius Bar services on up to three computers under the existing ProCare service banner. Apple wll then move the personal training component of ProCare provided by Creatives out under a new “One to One” banner, and price both services separately at $99. The change will be announced with new store windows and dark-blue employee T-shirts starting Wednesday. The current Talk Mac service for non-Mac users announced in Nov. 2006 will morph: it will become Personal Shopping, it remains a free service, expands to include Mac and non-Mac customers, and no longer requires a registration code to make a reservation via Concierge. Advice: If you’ve been considering ProCare, and also want/need one year of personal training, purchase now to avoid the price hike. [USA Today story. [brochure]

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{ 20 comments… read them below or add one }

Macinjosh April 29, 2007 at 1955

If they split the services, they should have split the cost to $50 for each. It was a good deal the way it was, but not so much now. This is just gonna confuse some & anger others.


RonnieJ April 30, 2007 at 0419

Macinjosh… I think it’s still a great service. I don’t see any other services like that around. Do you know where you can a one hour class weekly for 2 bucks a class? It seems like it’s still a deal.


iMac4food April 30, 2007 at 0450

I very much disagree with Macinjosh. I have had the opportunity to watch many customers use ProCare, and most people buy it for either the one-on-one training or the professional services, not for both. For either user, it’s a steal at $99. Those needing both services will be willing to pay the premium for both anyway. I think this also helps Apple to align its services with their audiences, as “Professional Care” doesn’t exactly sound like something you’d expect your first-time-mac-user grandmother to use, but one-to-one training most definitely is. ProCare, sensibly, should be aimed toward professionals.


Idle April 30, 2007 at 0703

I don’t know…I think both are still worth it. Most people got ProCare in the past for either the lessons or the special treatment with repairs and such. Not so often for both. Now ProCare will give setups, tune-ups, and backup consultations for 3 computers along with everything else. OneToOne people still get the free setup and data transfer along with their lessons (and $99 just for lessons is an amazing deal if only a few of them are used). Personally, I’m comfortable with it.


Anon April 30, 2007 at 0729

There will be a grandfather policy in place for current ProCare members. Apple’s research shows that most customers use training *or* PC services at the Genius Bar… but not both. So, they split the services into two categories.


Gill April 30, 2007 at 0838

I’m not sure many folks will care about the split… 99% of the people that buy Procare are buying it for either the one on one training or for the faster repair times. I don’t recall ever having a customer use both services at all.


Appl Employee April 30, 2007 at 0845

No one that buys procare uses any of the Genius Bar features. They all use the personal training. Procare numbers will plumet, One2One sales will flourish. Nothing changes, $99 for 52 hours of personal computer training is still unmatched anywhere else. $2/hour for certified training that would cost $50/hour from anyone else.


mac man April 30, 2007 at 0945

I’m glad I just purchased Procare on Saturday! I have to assume that Apple will honor it for the year.


Macinjosh April 30, 2007 at 1824

I’m not understanding how some of you see this as a good idea or not that big a deal. They aren’t giving you any more for your money. They just took the service, split it right down the middle & are charging the same price for each, or double if you wanted the same deal as before. I could understand if they offered more.

Don’t fool yourselves. This is nothing more than Apple nickel & diming its customers. They just took one of the best services at the Apple Stores & screwed it up. C’mon Apple, what’s going on??

P.S. I’m not the only one mad. You should check out some of the rumor sites forums about this.


Mumbo_Jumbi May 1, 2007 at 0051

The deal is Apple Retail wants to start Marteting the fact that you can get personal training at all Apple Stores. ProCare is what made Apple stocks a “Buy.” It is a new campaign that starts tomorrow. New window displays, More fricken shirts! You want to go after Apple, go after the fact that they waste so much on T-Shirts every year! And we “can’t give” those shirts away to charities.


Anon May 1, 2007 at 0509

Wow… let’s dial it back for a second and think, m’kay?

Procare used to offer 6 services:

-Personal Training
-Advanced Reservations
-Yearly Tuneup
-Complete Setup
-Worldwide Coverage

The new ProCare offers all of those services except Personal Training. Instead, new ProCare custoers will receive a new service called Backup Consultation, which seems self-explanatory (and a great idea!). Additionally, coverage will be on three computers.

Apple’s research indicated that, while most ProCare customers were using the service for training and not for Genius Bar services, the ones that were using Bar services were *not* using training. So, they split the services to make them easier to market and understand.

Apple will sell a *ton* of One2One memberships to consumers and a *ton* of ProCare memberships to small business owners and self-employed people like designers and freelancers.

The new One2One service will be designed around pre-build lesson-plans that cover tasks instead of applications. So, if a One2One customer wants to know how to PodCast, instead of asking for training in GarageBand, and hoping to get the Creative with the most experience in it, he will get several sessions of pre-planned information on all the aspects of PocCasting, one-on-one, covering iWeb, iTunes and GarageBand. Ditto for blogging, movie editing, public publishing, etc. The change is designed to make each service a better deal for the customer most likely to buy it.

Macinjosh, I don’t understand how you can be so negative based on a rumor announcement. Head into a store and talk to someone about it tomorrow before you mouth off on a public forum… I think you’ll be pleasantly surprised.


Zack May 1, 2007 at 0631

Wait, is this new “up to 3 computer” thing new? I’ve used my ProCare card for probably about 5 Macs. They’ve never checked which Mac it was “tied to” or anything of the sort. [IFO-Yes, the three computer limit is new.]


bob May 1, 2007 at 0719

Apple retail has become a joke.


squidly May 1, 2007 at 0720

Isn’t it interesting that the people getting mad over this are all upset because of what they’ve read on RUMOR sites. Until the official announcement, you don’t know exactly what will be offered. The rumors are close, but not completely correct.


chicolatino May 1, 2007 at 1116

It IS an official annuoncement. Believe me.
I think it’s just a way to get more money from customers, asking 198$ instead of 99$ for the same services you were able to get buying hte “old” ProCare.


tingly May 1, 2007 at 1123

I can’t get miffed over something that would still be a bargain. It would have the lack of sense of being mad cuz a sale ended. ?!??


Mumbo_Jumbi May 1, 2007 at 1308

Ughhhhh…. Squidly? Actually all of this is very accurate. And Zach you right! Procare was once linked to 1 computer. Now we don’t even bother checking if your CPU is ” tied ” to your Procare. But the new system will. It did when it first came out, but that silently went out the window. And lastly Bob if Apple Retail is such a joke what are the stocks doing? Hhmmmm……


squidly May 2, 2007 at 0438

Mumbo, my post was directed mainly at Macinjosh(9). He was stating that it was the exact same service for double the price, which it isn’t. Hince the ones getting upset were the ones reading the rumor sites. Sounds like you got your info like I did, at a quarterly meeting, I doubt Macinjosh or some of the others did. Procare page on didn’t mention One2One yesterday, today it does. At least the shirts are blue this time, and not lime green. What do you think of personal shopping?


Paul May 2, 2007 at 0950

Interestingly no change on the UK website or store as yet (5pm local time). Wonder if this is just for the US market?


FRMRApple May 6, 2007 at 2120

Sure it is still a good deal, but not compared to the old deal. Apple hikes the price (double) for the services and we are all supposed to be thankful since the rest of the world charges more?

Apple found out that almost everyone who purchased ProCare, did so for either repair OR one-one training- so they decided to split it in two for their OWN advantage. Not the customers. If people purchased ProCare so they could collect all the various ProCare cards over the years, that would be their business. But by splitting them in two, Apple is deciding what people can use it for.

Eh, then again, this is retail- and retail is about money. And if it makes more, then everything is justified I suppose.


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