The AppleCare Protection Plan can be bought from other retailers in addition to Apple. Shop around for a good deal. Here's what I've found when searching for AppleCare for a 15" MacBook Pro:
Price at Apple Store: $349
Price at Amazon: $299
Price at B&H: $244
Price at B&H if purchased with a MacBook (might be a limited promo): $122
Price at Apple Store: $349
Price at Amazon: $299
Price at B&H: $244
Price at B&H if purchased with a MacBook (might be a limited promo): $122