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

I would argue that this is due to a lack of intention, and that the endless upgrade possibilities actually exhaust potential buyers into opting for cheaper options. I have no way to prove it, but it's quite obvious to me that part of Apple's market power is due to their historically simple and intuitive product lineup, and they were able to get away with being the most expensive, high margin products on the market. The more options they give, the more it starts to feel like a commodity product.