We don't know exactly when, but Apple changed the interface buying iPhones through your website and we must say, the new look was very cool.
Now the selection of the desired model as a visual step-by-step, starting with the size (normal or Plus), then the color and finally the capacity that when you see the final price, in fact. Check out the following GIF:
Until a few days ago, the purchase page for iPhones was "vertical" as well as the iPad Pro, for example. I imagine that the new format will gradually expand to other products.
(tip from Luiz Felipe)