Odido, formerly known as T-Mobile Netherlands, has introduced a new device insurance plan developed with Assurant. With expanded coverage, competitive premiums, and faster replacements, the offering reflects the growing reliance on smartphones, tablets, and smartwatches in everyday life. The new service became available on 8 September and is designed to provide customers with peace of mind when devices are lost, damaged, or stolen.
Unique AppleCare integration in the Netherlands
What makes the launch stand out is the inclusion of AppleCare Services, which is unique in the Dutch market. As the only authorized Apple partner in the Netherlands offering this integration, Odido enables Apple iPhone customers to access service and support directly from Apple. Certified repairs can be carried out at Apple Stores or through authorized service providers using genuine Apple parts, while Apple Support remains directly accessible to insured customers.
Fast replacements and flexible options
Whether a device is dropped in water, stolen, or lost, Odido’s insurance solution aims to minimize downtime. If a claim is approved before 2:30 p.m. on weekdays or Saturdays, customers receive a replacement device the same or next day. Those preferring to retain their own device can opt for an express repair service instead.
Two insurance options available
The insurance is offered in two levels: Standard and Carefree. The Standard package covers accidental damage, including accessories damaged or stolen at the same time, while Carefree expands protection to include theft and loss (loss coverage applies only to phones). Another key update is that the warranty now continues indefinitely as long as the insurance remains active, an upgrade from the previous 24-month limit. In many cases, premiums are also lower than before.
Leadership highlights customer focus
Tisha van Lammeren, CCO Mass Market at Odido, emphasized the provider’s position in the market: “Odido is the only telecom provider in the Netherlands to offer AppleCare Services. We believe technology should always work for you, and when it doesn’t, you need to be able to rely on a fast solution so you can get back to what matters.”
Felipe Sanchez, President of Assurant Europe, added: “We’re excited to offer Odido customers a premium protection plan for the devices that are so central to their digital lives. Our solution for Odido is designed to get customers’ phones repaired or replaced as quickly as possible.”
Market context and customer potential
In the Netherlands, the uptake of device insurance is close to the regional European average but remains lower than in the USA or UK. By integrating AppleCare, Odido is likely to appeal to a broader base of potential customers. However, despite T-Mobile’s early history of launching the Apple iPhone in 2008, Odido’s Apple iPhone market share today is estimated to be the lowest among the three Dutch networks. Analysts suggest less than 50% of Odido customers may directly benefit from the AppleCare integration. That said, insurance uptake remains significantly higher among Apple users compared to Android users, suggesting the feature could drive meaningful growth.
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