“In the 12 years he spent as Apple retail chief, Ron Johnson helped dream up the first Apple Store and grew the idea to more than 400 stores worldwide,” Ellen Huet reports for Forbes. “But when new iPhone 6s and iPhone 6s Plus hit shelves Friday, Johnson’s new startup Enjoy wants to eliminate the need to go to the Apple Store at all.”

“Enjoy, which calls itself a ‘personal commerce’ startup, sells some of today’s popular tech products — iPhones (through AT&T, Sonos sound systems, GoPros, drones — by sending them to you, on demand (within four hours), in the hands of an expert who will help you set it up,” Huet reports. “The company has raised $80 million in funding and started selling products in May, starting with the San Francisco Bay Area and New York City.”

“But Johnson’s eyes are on the next prize: Friday, the day the iPhone 6s and iPhone 6s Plus go on sale,” Huet reports. “‘Our entire team now is ready for Friday with the iPhone launch,’ he said on stage Wednesday at the TechCrunch Disrupt conference in San Francisco, Calif. ‘That’s probably the biggest moment for us yet. We hope it’ll be an inflection point.'”

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