Ron Johnson, who was Apple’s retail chief for almost 12 years, has finally taken the wraps off the online shopping service he teased back in October of last year. Called Enjoy, the service allows you to order products online for the same price you’d pay buying direct from the manufacturer websites – but get same-day delivery and free home setup.

Whether it’s an iPhone, Sonos speaker system, drone or electric bicycle, the company will send a “personal expert” to your home to hand-deliver the product and spend an hour setting it up and showing you how to use it. The service launches in San Francisco today, reports the WSJ, with New York next in line on 13th May.

Apple is not an official partner, but the company has a deal with AT&T, meaning that customers buying iPhones through the carrier will be offered the option of Enjoy home setup from 19th May.

Johnson acknowledges that consumers may be able to find lower pricing elsewhere, but believes that the convenience of fast delivery and personal setup will make it attractive to time-pressured gadget buyers.

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