Carriers are the slowest ones in the process though. Apple has had to drag them kicking and screaming on esim. Physical sims can be purchased in every supermarket. I'd guess the retail stores mostly exist for marketing and selling boomers on overpriced long term plans.

> I'd guess the retail stores mostly exist for marketing and selling boomers on overpriced long term plans.

... and for customer support where you need someone to physically identify a customer against a government-issued ID.