Working at the Apple Store....
I can't speak for the guy working in graphic arts who also wants a job at the Apple Store -- but I can understand the initial "draw" towards that type of work.
I've always worked with computers (well, except for my first job - which was telemarketing for a carpet cleaning place) - and until my current job, it's always been with PCs.
I used to love my old job, years ago, working for a "mom and pop" PC builder. I got to see all the new hardware and try it out first, was able to actually say "I built that!" when looking at machines customers purchased from us, and was always surrounded by people who shared my interest in computers.
They pay was never much good, but somehow - it didn't matter all that much, as long as the bills got paid. (Besides, you always knew your co-workers were just as under-paid as you, so you could have fun "blowing off steam" - complaining about it to each other.)
Then, I got one of those "career type jobs", working in an I.T. department for a corporation. The pay and benefits were great, but all the stress, office politics, pointless meetings and "employee reviews", and expectations that you work all sorts of overtime hours for free "since you're a salaried worker" weren't. I did it for 6 years, and near the end - I was completely burnt out. No matter how hard you tried, they only expected more from you the next time around - and systems kept getting more and more complex with each update/revision. Meanwhile, everyone's trying to do all of this with fewer workers than before - with the economy like it is.
Now, I work for a really small business, refurbishing older Macs and making them into great starter machines for preschool and grade-school age kids. Again, the pay isn't much to speak of, and benefits are non-existant - but some of the "fun" of computers is coming back to me again. When you visit a daycare center, bringing them a few replacement machines, and the kids' faces light up with excitement - that's my reminder it's all worthwhile.