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
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)

Popular Stories

iOS 17

iOS 17.5 Bug May Also Resurface Deleted Photos on Wiped, Sold Devices [Updated]

Friday May 17, 2024 12:24 pm PDT by
A bug in iOS 17.5 is apparently causing photos that have been deleted to reappear, and the issue seems to impact even iPhones and iPads that have been erased and sold off to other people. A Reddit user wiped an iPad following Apple's guidelines in September of 2023 before selling it off to a friend. That friend updated the iPad to iPadOS 17.5 this week, and began seeing the Reddit user's old ...
iphone se 4 modified flag edges

When to Expect the Next iPhone SE to Launch

Friday May 17, 2024 2:03 pm PDT by
It has been over two years since Apple released the third-generation iPhone SE, and rumors continue to surface about a new model. The latest word comes from The Information, which today reported that Apple plans to release a new iPhone SE with a design similar to the standard iPhone 14 in the spring of 2025. If this rumor is accurate, the iPhone SE would finally gain Face ID and a notch...
oled m4 ipad pro grainy display reports

OLED iPad Pro Users Report 'Grainy' Displays, But It May Not Be a Defect

Friday May 17, 2024 5:57 am PDT by
Some new M4 iPad Pro models are exhibiting a visible static grain pattern across the OLED display, according to several user reports on Reddit (1, 2, 3) and the MacRumors Forums. Image credit: MacRumors user bk215 Users who see the grain generally report that it is most noticeable in dark environments with the display set at a low to medium brightness while viewing content with gray or muted...
iOS 17

Troubling iOS 17.5 Bug Reportedly Resurfacing Old Deleted Photos

Wednesday May 15, 2024 5:29 am PDT by
There are concerning reports on Reddit that Apple's latest iOS 17.5 update has introduced a bug that causes old photos that were deleted – in some cases years ago – to reappear in users' photo libraries. After updating their iPhone, one user said they were shocked to find old NSFW photos that they deleted in 2021 suddenly showing up in photos marked as recently uploaded to iCloud. Other...
Delta Hands On Feature

iPhone Emulators on the App Store: Game Boy, N64, PS1, PSP, and More

Thursday May 16, 2024 12:45 pm PDT by
In April, Apple updated its guidelines to allow retro game emulators on the App Store, and several popular emulators have already been released. The emulators released so far allow iPhone users to play games released for older consoles from Nintendo, Sony, SEGA, Atari, and others. A list of some popular emulators available on the App Store so far follows. Released Delta Delta is...
iphone 15 pro max vs iphone 16 pro max

iPhone 16 Pro Max Looks This Much Bigger Beside iPhone 15 Pro Max

Thursday May 16, 2024 4:51 am PDT by
This year's upcoming iPhone 16 Pro Max is expected to get a boost in overall size from 6.7-inches to 6.9-inches, and a new image gives us a good idea of how the current iPhone 15 Pro Max compares to what could be Apple's largest ever iPhone. The image above, posted on X by ZONEofTECH, shows a dummy model representing the ‌iPhone 16 Pro‌ Max alongside an actual iPhone 15 Pro Max. Dummy...