The customer experience of buying a mobile phone

Mobile phone complexity has mushroomed over the past decade as "smart" has shifted from just email access to a world of internet and application centric usage. No longer is it straight forward to understand the differences and pick which colour cover for your Nokia 3310 but you now have more to understand and choose from. And what if your choice is less?  What if you don't want all the functionality of a modern smart phone but only want a simple phone to make calls?  Crazy!  Where can you go for impartial advice and help with your buying process?  In terms of customer experience I see a gap in the market where customers want help but don't want the aggressive sales banter from a high street phone shop. People trust the John Lewis model of shopping where you can go and get trusted advice and buy with confidence across a range of suppliers. Where is this for mobile phones?  If you know you want an iPhone the Apple store will help you in every possible dimension but what if you want a choice and the likes of Apple or Samsung or HTC don't hit the mark with one phone to rule all phones. We need a shop for mobile phones that spans networks and device suppliers that gives a more John Lewis experience not a target driven bunch of sales hyenas hungry for your sale. Mobile phone shopping. Epic fail.