You can only return it to the Apple Store if it was originally purchased there. If you are within the timeframe for the Apple Store return policy, you can return/exchange with no questions asked. In the US, the policy is within 30-days if your iPhone is contracted to a carrier or 14 days if your iPhone is unlocked. With a carrier-locked iPhone plane to spend some anount of time dealing with the carrier to get your upgrade status reset.
Think of an auto mechanic's service bay. You tow in a a disabled car to have it fixed. When the repair is done, the mechanic hands you the keys to a different model with a different engine and different option package. Great deal right? Unfortunately, real life does not work this way.
If you want a different model, your solution is not in the service department, but on the sales floor. The Apple store is no different.