I bought an HP PC from Bestbuy that came with Windows 10 home and also bought Windows 10 pro that came in a box. The box contains a usb flash drive and a key card with a code.
Running the setup on the usb will not install the Pro version and only gives the option of the Home version.
Searching the web provide suggestions concerning the setup ISO file. I think it is called "install.wim" but there is no such file on the drives.