In the UK at least if you walk into a store you will find they have a confusing set of badly specced models of brands you probably shouldn't buy at prices you probably shouldn't pay.

I give a lot of credit to Apple in keeping their line fairly straightforward (usually only devs or photo/video people need upgrades) otherwise everyone gets the same base model for one of a tiny number of variants. The prices across channels and concessions are always the same too.