Apple stores won’t offer ‘delivery with setup’ as Enjoy files for bankruptcy


According to a filing with the Securities and Exchange Commission (SEC), delivery startup Enjoy today filed for Chapter 11 bankruptcy. This comes less than a year after the company raised more than $250 million in development capital and went public on the stock market.

Ron Johnson, the former head of retail at Apple, founded the company Enjoy, which offered tech product delivery and setup to customers’ homes as part of its “commerce-at-home experience.” Customers in a few U.S. cities who purchase Apple items online or through the Apple Store app have the option to checkout with “Delivery with Setup” and receive free delivery and setup of their purchases at home by an Enjoy employee.

Enjoy stated in a previous SEC filing that it would stop at-home setup and delivery of Apple goods in the United States on July 1 in order to “focus on its business goals.” It is uncertain whether or when the partnership will resume in light of the bankruptcy filing.


Johnson worked on developing the idea of the Apple Store and the Genius Bar when he joined Apple as Senior Vice President of Retail Operations in 2000. He left Apple in 2011 to take the CEO position at the retail giant JCPenney, but the struggling business under his management led to his dismissal in 2013, the year before he launched Enjoy.

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