I think that's partly on purpose, it's sort of the same in their brick & mortar stores too. There's lots of gadgets and fancy stuff to play with but no obvious sales funnel.

I think it's because if you decide your going to buy a mac then your going to buy a mac and apple get a cut regardless of where you buy it so there's no incentive to have to convert you right that second before you walk out the door.

The entire apple website is basically just computer porn, it's designed to create a lasting emotional impact rather than to feel like a shop.