Startup’s bankruptcy may put an end to Apple Store ‘Delivery with Setup’ option | Cult of Mac

Startup’s bankruptcy may put an end to Apple Store ‘Delivery with Setup’ option

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At first Enjoy withdrew to assess its business priorities, but now it has filed for bankruptcy.
At first Enjoy withdrew to assess its business priorities, but now it has filed for bankruptcy.
Photo: Apple/Enjoy

Apple Store’s “Delivery with Setup” option appears to be done for. Its key partner, startup Enjoy, filed for Chapter 11 bankruptcy Thursday. That’s according to a Securities and Exchange Commission (SEC) filing.

This comes less than a year after the startup raised more than $250 million in growth capital and became a publicly traded company.

Enjoy’s Chapter 11 bankruptcy appears to put an end to Apple Store’s ‘Delivery with Setup’ option

Enjoy, founded by Apple’s former retail chief Ron Johnson, offered what it called a “commerce-at-home experience.” That involved at-home delivery and setup of technology products.

Customers in select U.S. cities ordering Apple products from Apple could choose “Delivery with Setup” at checkout.  Then an Enjoy employee — called a Genius, just like at Apple Store — would deliver and set up the products at their home for free.

Enjoy said in an earlier SEC filing it would pause at-home delivery and setup of Apple products in the U.S. as of July 1. That was meant to allow it to “focus on its business priorities.”

Now, given the new bankruptcy filing, the service may be permanently ended. That is, unless Apple comes up with another way to do it.

Johnson joined Apple as senior vice president of Retail Operations in 2000. He helped pioneer the idea of both the Apple Store and the Genius Bar.

He left Apple in 2011 to become CEO of retail chain JCPenney. But he was fired in 2013 amid the company’s financial struggles. A year later he started Enjoy.