my 2 year contract is about to end with att and i want to upgrade but keep my contract (grandfathered unlimited data). i would rather purchase the phone if i could at an apple store. with apple's new phone service, would i be allowed to or should i just go to an att store to purchase my phone.
If you mean Apple's Upgrade Program then yes. You should be able to keep your current AT&T Plan, and use Apple's Program to get a new iPhone in installments.
http://behindtheweb.blogspot.com/2015/11/how-does-apples-iphone-upgrade-program_ 19.html
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Upgrading to Iphone6s on ATT 2 yr contract at Apple store
