Google has taken a bold step to streamline its device protection services with the launch of Pixel Care+. This comprehensive new plan replaces the long-standing Preferred Care and Fi Device Protection programs in the United States.
The announcement, made Wednesday in a company blog post, signals Google’s effort to consolidate its hardware services under one umbrella, while also raising the bar on what customers expect from device insurance.
Unlike its predecessors, Pixel Care+ promises a “higher level of coverage, service, and peace of mind for Google hardware owners.” The program eliminates many of the pain points that users often face when dealing with device damage or malfunction. Subscribers will be able to file unlimited accidental damage claims—a notable upgrade from traditional capped protection plans—alongside extended warranty coverage and mechanical damage claims.
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One of the biggest highlights is cost: Pixel Care+ offers $0 screen and battery repairs, as well as $0 post-warranty malfunction claims, all carried out with genuine Google parts. Customers also gain access to priority support from Pixel experts, streamlined self-service claims through the Google Store, and free upgraded replacement shipping, including next-day delivery. For those worried about loss or theft, an optional add-on ensures their devices remain covered in worst-case scenarios.
Pricing is relatively straightforward but varies by device. For instance, owners of the new Pixel 10 will pay $10 per month or $199 for two years. Coverage extends to a broad portfolio of Google devices, including the Pixel 8 and newer smartphones, Pixel Watch 2 and newer, Pixel Tablet, as well as Fitbit models such as the Ace LTE, Versa 4, Sense 2, Charge 6, and Inspire 3. Importantly, users must sign up within 60 days of purchase to access the benefits.
The program also makes claims more accessible. Customers can file directly in the My Pixel app or through the Google Store, then choose a location and time for repair. Google says this process is designed to cut through delays and friction that plague many third-party insurance services.
Why Google Is Doubling Down on Protection
Google’s move to roll out Pixel Care+ comes at a strategic moment. With its hardware ecosystem—spanning smartphones, tablets, wearables, and fitness devices—expanding rapidly, customer confidence has become as critical as innovation. Unlike AppleCare+, which has long set the benchmark in device protection, Google’s earlier protection services were fragmented and often criticized for limited claim allowances and higher out-of-pocket repair costs.
By unifying coverage under Pixel Care+, Google is clearly seeking to compete more directly with AppleCare+ and Samsung Care+, both of which have leaned heavily on premium protection plans to build customer loyalty. Device protection has become not just an afterthought but a core selling point in the highly competitive premium hardware market, where consumers expect both cutting-edge features and minimal downtime when accidents happen.
The inclusion of Fitbit devices also highlights how Google is weaving wearables into its broader ecosystem strategy. As fitness trackers and smartwatches become more essential to users’ daily routines, seamless repair or replacement services are key to keeping them locked into the Google ecosystem.
Analysts say Pixel Care+ is also about reputation management. Google’s hardware division has faced criticism in the past for quality-control issues—from Pixel phone hardware quirks to Pixel Watch battery concerns. The company is making a clear statement about durability and long-term support, which could help it build trust in a segment where its rivals are more established, by offering $0 repairs and emphasizing genuine Google parts.
The pricing model also suggests Google is taking a measured approach: affordable enough to attract uptake but designed to ensure coverage for higher-end devices like the Pixel 10 doesn’t eat too heavily into margins.
However, some analysts note that whether Pixel Care+ becomes a true differentiator may depend on how well Google handles claim turnaround and customer experience, two areas where competitors have struggled. However, with unlimited accidental damage claims, priority support, and next-day shipping, Google appears intent on setting a new industry standard.
Currently, Pixel Care+ is available only in the U.S., but its design suggests global expansion could follow as Google ramps up its international hardware ambitions.