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Open enrollment is almost over. Photo: Alex Bradon / AP

Enrollment through HealthCare.gov closes on Friday, meaning it's time for "The Surge" — the rush of applications that usually coincides with big enrollment deadlines. Total sign-ups are lagging well behind previous years. If that gap is going to close even slightly, it'll be this week's surge that closes it.

The bottom line: Although there are theoretical reasons why this week could bring an especially big enrollment surge, the smart money is on a smaller-than-usual bump, leading to a significant decline in total enrollment.

How it works: It's incredibly hard to predict how big this year's wave of last-minute sign-ups will be, in large part because this year's enrollment period is structured so differently.

  • In years past, there were two key deadlines: A deadline for coverage that began Jan. 1, and then a final deadline that came later in January. This year, they've been rolled into one.
  • The widespread availability of plans that won't require consumers to make a monthly premium payment should, theoretically, be extra enticing to the young and healthy people who tend to make up a lot of the last-minute sign-ups.
  • But that only works if those consumers know those cheap plans are available, and President Trump's outreach cuts make that unlikely.

What they're saying: Although there are theoretical reasons why this week could bring an especially big enrollment surge, the smart money is on a smaller-than-usual bump, leading to a significant decline in total enrollment.

  • ​Avalere's Caroline Pearson said the range of possibilities for this week's sign-ups is probably somewhere between 2.3 million and 3.7 million.
  • ​"I'm doubtful that there's going to be massive wave of enrollment in the next week as the deadline approaches. With dramatically less outreach and near silence from senior administration officials from the president on down, it's entirely possible the deadline could pass without many potential enrollees even knowing about it," the Kaiser Family Foundation's Larry Levitt said.

Go deeper

Kaine, Collins' censure resolution seeks to bar Trump from holding office again

Sen. Tim Kaine (center) and Sen. Susan Collins (right). Photo: Andrew Harnik/Pool via Getty Images

Sens. Tim Kaine (D-Va.) and Susan Collins (R-Maine) are forging ahead with a draft proposal to censure former President Trump, and are considering introducing the resolution on the Senate floor next week.

Why it matters: Senators are looking for a way to condemn Trump on the record as it becomes increasingly unlikely Democrats will obtain the 17 Republican votes needed to gain a conviction, Axios Alayna Treene writes. "I think it’s important for the Senate's leadership to understand that there are alternatives," Kaine told CNN on Wednesday.

Stark reminder for America's corporate leaders

Rosalind "Roz" Brewer is about to become only the second Black woman to permanently lead a Fortune 500 company. She starts as Walgreens CEO on March 15.

Why it matters: It's a stark reminder of how far corporate America's top decision-makers have to go during an unprecedented push by politicians, employees and even a stock exchange to diversify their top ranks.

Ina Fried, author of Login
Updated 3 hours ago - Technology

Apple's quarterly sales top $100 billion for first time

Credit: Apple

Spurred by strong sales of the latest iPhones, Apple reported it took in a record $111 billion in revenue for the three months ended Dec. 31, as the company crushed expectations.

Why it matters: The move showed even a pandemic didn't dull demand for Apple's latest smartphones.