> confusing choices are deliberate way to exploit psychology of potential buyers into up-selling themselves

There is a lot of consumer research that suggests the opposite: analysis paralysis delays a purchase past the point where impulsivity might have pushed a customer over the line.

Apple is a luxury fashion brand, its sales are predicated on people who want to confer social status upon themselves by being seen with something that signals wealth. Apple doesn't care about impulse purchases, because the pressure to purchase comes from marketing and society.