When did AppleCare become AppleCare+ ?

I bought an iPhone 4 in early October, just before the new iPhone 4S came out. I bought it from AT&T, and got a good deal on it. I put off buying AppleCare until later, knowing that under the old rules I had any time during the first year. I now find that AppleCare was dropped on October 25 and it's now "AppleCare+" and has to be purchased within the first 30 days of your iPhone purchase.
Was this publicized? Was anyone else aware of this?

when they launched 4s, is when it changed.

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