This is illegal? What law is it then? Anti-Trust usually refers to monopolies rather than working with retail companies for the display case... Anyway, if it isnt, its just another way Apple shows its dominance as the best in Marketing.
Even if someone can't find the product they want, they have felt the effect of Veblen goods. "Wow Apple is so expensive, this surely will let people know I have a good job."
If you are a consumer buying a Veblen good, don't you want this? Don't you want other people to perceive Apple only has expensive products? If you go off-site and get a used phone, you still are part of the Apple in-group, and people think you/your parents have a great job.