What are benefits of buying iPhone in an Apple retail store in UK?

Hi, I'm thinking of getting a iPhone 3GS. I'm currently on O2, and can now upgrade. I know I can go in my local store and do the upgrade, but I'm visiting London over the Xmas period and so will be able to go into a Retail store.
So can I do the O2 upgrade in an Apple retail store? what will I need? what are the benefits of that? or is it the same as going to an O2 store? I dont have an iPhone currently btw.
I dont have an Apple Retail store anywhere near me, so when I go its always an event! I know you can now reserve an hour slot to reserve the iPhone so what happens?
cheers

Don't be, the other poster said they "figured" it would be better at a corporate AT&T Store, not that it is/was. If there are no problems with your account, nothing special on the account (such as a business discount paid by your employer, etc), then Apple can handle the upgrade as well as O2, or in the States, AT&T. But as neuro said you'll find a much broader selection of accessories, such as cases, cables, chargers, headphones, etc., at the Apple Store. And you can play with the Macs while you are there.

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