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.

Popular Stories

2024 iPhone Boxes Feature

Apple Changes Trade-In Values for iPhones, iPads, Macs, and More

Thursday January 16, 2025 6:45 am PST by
Apple today adjusted estimated trade-in values for select iPhone, iPad, Mac, and Apple Watch models in the U.S., according to its website. Some values increased, while others decreased. The changes were not too significant, with most values rising or dropping by $5 to $50. We have outlined some examples below: Device New Value Old Value iPhone 15 Pro Max Up to $630 U ...
iPhone 17 Slim Feature Single Camera 1 Redux

'iPhone 17 Air' Launching Later This Year With These 10 New Features

Wednesday January 15, 2025 7:16 am PST by
While the so-called "iPhone 17 Air" is not expected to launch until September, there are already plenty of rumors about the "ultra-thin" device. Overall, the "iPhone 17 Air" is shaping up to be a mixed bag. Due to its thinness, the device is expected to have some limited specifications compared to the iPhone 17 Pro models, including only a single rear camera, only a single speaker, no SIM...
Generic iOS 18

Everything New in iOS 18.3 Beta 3

Thursday January 16, 2025 12:39 pm PST by
Apple provided the third beta of iOS 18.3 to developers today, and while the betas have so far been light on new features, the third beta makes some major changes to Notification Summaries and also tweaks a few other features. Notification Summary Changes Apple made multiple changes to Notification Summaries in response to complaints about inaccurate summaries of news headlines. For...
Generic iOS 19 Feature Mock Light

iOS 19 Leak Reveals All-New Design

Friday January 17, 2025 2:42 pm PST by
iOS 19 is still around six months away from being announced, but a new leak has allegedly revealed a completely redesigned Camera app. Based on footage it obtained, YouTube channel Front Page Tech shared a video showing what the new Camera app will apparently look like, with the key change being translucent menus for camera controls. Overall, the design of these menus looks similar to...
Apple Card iPhone 16 Pro Feature

Three Companies Are Now in the Running to Take Over the Apple Card

Thursday January 16, 2025 8:18 am PST by
Apple is in talks with Barclays and Synchrony about becoming its new financial partner for the Apple Card, according to Reuters sources. The report today added that Apple has also been holding discussions with Chase Bank owner JPMorgan since last year, so there are at least three potential companies in the running to take over the Apple Card from current partner Goldman Sachs. Goldman...
MacBook Air 15 Inch Feature Blue

MacBook Air Likely Apple's First Product Update of 2025: What to Expect

Wednesday January 15, 2025 8:49 am PST by
There is a good chance that Apple's first product announcement of 2025 will be updated 13-inch and 15-inch MacBook Air models with the M4 chip. Last month, Apple released macOS Sequoia 15.2, and in doing so it accidentally confirmed new MacBook Air models are coming this year (unsurprisingly). Bloomberg's Mark Gurman said the new MacBook Air models will be announced "earlier" than some...
iPhone 17 Pro Dual Tone Feature 1

iPhone 17 Pro Launching Later This Year With These 8 New Features

Thursday January 9, 2025 5:45 am PST by
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices. iPhone 17 Pro concept based on rumors Below, we recap key changes rumored for the iPhone 17 Pro models as of January 2025: More aluminum: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone 16 Pro models ...
iPhone 17 Pro Dual Tone Horizontal Single Feature

iPhone 17 Rumored to Feature Major Thermal Design Upgrade

Friday January 17, 2025 4:33 am PST by
The iPhone 17 lineup will feature a vapor chamber heatsink to improve thermal performance, according to a new report. The news comes from Chinese tech news site MyDrivers, which claims that the entire iPhone 17 lineup, consisting of the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max, will adopt the improved thermal heat spreader. Vapor chamber technology is already used...
HomePod mini and Apple TV

Apple Expected to Launch 20+ Products This Year: Here's the Full List

Friday January 17, 2025 5:30 am PST by
2025 promises to be quite a big year for Apple, with the company rumored to be planning more than 20 product announcements this year. Apple's rumored smart home hub will be its second all-new product to launch in as many years, following the Apple Vision Pro headset last year. And of course, we will get several new iPhone and Apple Watch models, like every year. Beyond that, Apple could...

Top Rated Comments

lazyrighteye Avatar
33 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
33 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
33 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
33 months ago
Ron Johnson seems to have the reverse-Midas touch. Everything he touches turns to ?.
Score: 17 Votes (Like | Disagree)
ghanwani Avatar
33 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
33 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)