Apple Stores Will No Longer Offer 'Delivery With Setup' as Enjoy Files for Bankruptcy

Delivery startup Enjoy today filed for Chapter 11 bankruptcy, according to a filing with the Securities and Exchange Commission (SEC), less than one year after raising over $250 million in growth capital and going public on the stock market.

Enjoy Technology Apple
Founded by Apple's former retail chief Ron Johnson, Enjoy provided what it called a "commerce-at-home experience" with at-home delivery and setup of tech products. In select U.S. cities, customers ordering Apple products through Apple's online store or the Apple Store app could choose "Delivery with Setup" during checkout and have an Enjoy employee deliver and set up the products at their home, free of charge.

In an earlier SEC filing, Enjoy said it would be pausing at-home delivery and setup of Apple products in the U.S. beginning July 1 in order to "focus on its business priorities." Given the bankruptcy filing, it is unclear if or when the partnership will resume.

Johnson joined Apple as Senior Vice President of Retail Operations in 2000 and helped to pioneer the concept of the Apple Store and the Genius Bar. He left Apple in 2011 to become CEO of retail chain JCPenney, but the company struggled financially under his leadership and he was fired in 2013, one year before he founded Enjoy.

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Top Rated Comments

lazyrighteye Avatar
25 months ago
Ron has been an easy target since leaving Apple. I get why. Still, his JC Penny concept was really interesting and progressive and could have positioned JC Penny for a more viable future. It was a bigger, long-term vision that appears neither the company, nor it's audience, could see. Their crack-like dependency on couponing wouldn't allow them to see beyond said coupons. That all struck me more right idea, wrong retailer - which is problematic as the CEO.

His in-home-delivery-and-setup concept is also super interesting. I can see why it garnered the VC funding it did. But man, the timing of a global pandemic did the opposite of helping the concept. I follow this stuff fairly closely and today is the first time I've heard about it. Oops. Too bad. Had potential.
Score: 39 Votes (Like | Disagree)
jimbobb24 Avatar
25 months ago
Very bad time for home set up during CV19 and probably faced a significant down turn as fewer people wanted strangers in their house.

I had no idea this service was free. Probably would have considered....but I dont need much help setting up a laptop and maybe that was the problem.
Score: 19 Votes (Like | Disagree)
Art Mark Avatar
25 months ago
Johnson has, ah, not a great track record at this time. He didn't give enough credence to his success being more than just about him. Like maybe this guy named Steve was part of it.
Score: 18 Votes (Like | Disagree)
blcamp Avatar
25 months ago
Ron Johnson seems to have the reverse-Midas touch. Everything he touches turns to ?.
Score: 17 Votes (Like | Disagree)
ghanwani Avatar
25 months ago
Fed liquidity spigot has shut so we get to find out who’s been swimming naked all this time.
Score: 15 Votes (Like | Disagree)
Expos of 1969 Avatar
25 months ago
"In an earlier SEC filing ('https://d18rn0p25nwr6d.cloudfront.net/CIK-0001830180/0eb776f6-dd50-4827-b684-e2b69d47fe7f.pdf'), Enjoy said it would be pausing at-home delivery and setup of Apple products in the U.S. beginning July 1 in order to "focus on its business priorities."


Unless the article is missing key information, at home delivery and setup of Apple products was the business priority. Stopping doing the core business activity is not what I would call focussing.
Score: 15 Votes (Like | Disagree)