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.

Top Rated Comments

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

Related Stories

deliveries 9 app

Deliveries App Loses Functionality as Shipping Companies Refuse to Participate

Friday April 8, 2022 9:49 am PDT by
Package tracking app Deliveries is losing functionality because shipping companies are not willing to provide the shipping data that the app needs to work, according to developer Mike Piontek. In a blog post penned earlier this week, Piontek said that Deliveries is no longer able to maintain the same service that it used to provide because it relies on shipping companies, and "without their...
apple store down

Apple's Online Store is Currently Down in Some Countries [Updated]

Sunday July 31, 2022 8:57 pm PDT by
Apple's online store is currently down in some countries, including the United States, Canada, Australia, France, Germany, Italy, Spain, the United Kingdom, and more. The downtime is not worldwide, with the store still operational in some other countries. "We're making updates to the Apple Store," the store page says, as usual when there is downtime. Apple advises customers to "check back...
Apple WWDC22 MacBook Air 4up colors hero 220606

M2 MacBook Air Shipping Estimates Slip, July 15 Delivery No Longer Available

Friday July 8, 2022 6:48 am PDT by
Apple on Friday opened pre-orders for the new MacBook Air with M2 chip through its website and the Apple Store app, and delivery estimates have already slipped for all configurations and color combinations in the United States. Shipping estimates for all MacBook Air configurations have slipped to July 26 or later, with some custom configurations with upgraded specs shipping as late as...
applestoresantamonica

Apple Store in Maryland Makes History by Voting to Unionize

Saturday June 18, 2022 6:06 pm PDT by
Apple Store employees in Maryland have made history by voting to officially unionize, becoming the first Apple retail location to do so in the U.S. after efforts by Apple to calm down unionization efforts. As reported by CNBC, employees at the Apple Store in Towson, Maryland voted 65 for and 33 against a call to join the Machinists Union. 110 employees were eligible to vote Wednesday through ...
Apple Store Tysons Corner Time Machine

Revisit Apple's First Store in 3D With This Awesome New Mac App

Monday July 25, 2022 7:00 am PDT by
Apple Store enthusiast and creative extraordinaire Michael Steeber today announced the launch of The Apple Store Time Machine, a new interactive Mac app that lets you "travel back in time" and revisit four iconic Apple Stores on their grand opening days. "The Apple Store Time Machine is a celebration of the places and products that have shaped our lives for more than twenty years," said...
Apple Brompton Road Apple Pickup

Apple's First Store With Dedicated Pickup Area in UK Opens This Week

Tuesday July 26, 2022 6:51 am PDT by
Apple today shared a preview of its new Brompton Road store in London, which opens to the public this Thursday, July 28 at 4 p.m. local time. Apple Brompton Road is the first Apple Store in the UK with a dedicated Apple Pickup area for customers to pick up their products ordered on Apple's online store. Apple has rolled out a dedicated pickup area in a handful of stores since late 2021,...
apple india

Apple Once Again Delays First Apple Store in India Until Next Year

Thursday July 28, 2022 5:06 am PDT by
Apple has once again delayed the opening of its first physical retail store in India, The Economic Times reports. The store was originally planned to open in 2021, but the global health crisis and economic uncertainty forced Apple to delay the opening. Now, Apple has decided to delay the launch until early 2023, with today's report saying the company is aiming for a launch between the...
towson maryland apple store

President Biden Praises Apple Employees in Maryland for Unionizing

Monday June 20, 2022 10:07 am PDT by
U.S. President Joe Biden this morning said that he was "proud" of Apple employees in Maryland who voted to unionize over the weekend, reports Reuters. Though other Apple retail locations have been discussing unionization, the Maryland employees are the first Apple retail workers to unionize in the United States. "Workers have a right to determine under what condition they are going to work...

Popular Stories

airpods pro black background

AirPods Pro 2: Five New Features and Improvements to Expect

Sunday August 14, 2022 3:28 pm PDT by
Apple's second-generation AirPods Pro are finally nearing launch, with a release expected later this year. If you are considering upgrading to the new AirPods Pro once they are released, keep reading for a list of five new features to expect. In addition to all-new features, the second-generation AirPods Pro will likely adopt some features added to the standard AirPods last year. H2 Chip ...
10th Generation iPad Render

10th-Generation iPad With Major Design Changes Reportedly in Production Ahead of September Launch

Monday August 15, 2022 8:02 pm PDT by
Apple's rumored 10th-generation iPad is currently in production and will feature "major" design changes, according to a report from Taiwanese website DigiTimes. A mockup of the potential 10th-generation iPad design by Renders By Shailesh The report did not provide any specific details about the 10th-generation iPad's new design, but rumors suggest the device will feature a larger 10.5-inch...
ios 16 lock screen feature2

Apple Seeds Sixth Betas of iOS 16 and iPadOS 16 to Developers [Update: Public Beta Available]

Monday August 15, 2022 10:04 am PDT by
Apple today seeded the sixth betas of upcoming iOS 16 and iPadOS 16 updates to developers for testing purposes, with the updates coming a week after Apple released the fifth developer betas. Registered developers can download the iOS and iPadOS 16 profiles from the Apple Developer Center, and once installed, the betas will be available over the air. iOS 16 introduces a revamped Lock...
iPhone 14 Dummies 1 Feature

Everything Rumored for Apple's September Event: iPhone 14, Apple Watch Pro and More

Friday August 12, 2022 2:34 pm PDT by
There's just about a month to go until Apple holds its annual September event focusing on new iPhone and Apple Watch models. We thought we'd take a quick look at everything that's rumored for Apple's September event to give MacRumors readers a rundown on what to expect when the first fall event rolls around. iPhone 14 The iPhone 14 can probably be described more as an "iPhone 13S" because...
apple watch se

Apple Watch SE vs. Apple Watch Series 8: New Features to Expect If You've Waited to Upgrade

Monday August 15, 2022 2:44 am PDT by
The Apple Watch SE was announced in September 2020 and has been a popular Apple Watch model for customers looking for their first smartwatch or an affordable Apple Watch. Apple Watch SE customers may be wondering, however, what's in store for them with the upcoming Apple Watch Series 8 and what new features they can expect. Continue reading to find out. Apple Watch SE vs. Apple Watch Series ...
Apple Watch Series 3 v 8 1

Apple Watch Series 3 vs. Apple Watch Series 8: 20 Major New Features and Changes for Customers Upgrading

Tuesday August 16, 2022 6:52 am PDT by
It's crazy to think about, but next month will mark five years since Apple announced the Apple Watch Series 3. Despite being a severely antiquated smartwatch, the Series 3 has remained at the bottom of Apple's lineup for $199. Suppose you're still holding on to your Apple Watch Series 3. In that case, this article will list all the major new features and changes you'll get if you decide to...
iPhone 14 Pro Lineup Feature Purple

Apple Planning to Hold iPhone 14 Event on September 7

Wednesday August 17, 2022 9:51 am PDT by
Apple is aiming to hold its first fall event on Wednesday, September 7, reports Bloomberg's Mark Gurman. The event will focus on the iPhone 14 models and the Apple Watch Series 8. The standard iPhone 14 models are expected to get few changes, but the iPhone 14 Pro models will include updated camera technology, the removal of the notch in favor of a pill-shaped and hole-punch cutout, an A16...