How to get AppleCare+
AppleCare+ must be purchased together with your new iPhone. To buy it, add it to your shopping cart during the checkout process when you purchase your new iPhone.Refer to this document from Apple http://store.apple.com/us/product/APP_IPHONE_PLUS_AUTO-110480?mco=MjYwMjMxMzQ#overview.
Hope this helps
I read that Apple extended AppleCare+ orders to November 14 for pre-orders, so if you want it now, but didn't order it when you ordered your iPhone 4 or 4S, you should still be able to get it.
I spoke with an Applecare+ representative on Monday because I did not purchase the insurance when I purchased my iphone on Friday. I was told there is another email that you will recieve inviting you to complete your order. The email will offer you an opportunity to purchase Applecare+ at that time. I spoke to Sprint first and was told you could not purchase if you did not purchase it during the time you purchased the iphone. Hope this helps.
Here is an excerpt from the article that should hopefully be helpful. (I believe this is the option I'm going to take since I don't want to go anywhere near an Apple Store after an iPhone release!)
AppleCare+ will be available for iPhone 4 (8GB) and iPhone 4S pre-order customers until November 14th. After you receive your new iPhone, please contact AppleCare (1-800-275-2273) to complete your purchase.
Rachel Apple Inc.