Apple has a way of being unconventionally cool that borders on tragically hip.
Case in point, every time I go, I get sucked in for way longer than I'm supposed to be there. On top of that, the Apple brand's surge in popularity since the release of the first generation iPod (which is still what I'm rocking, by the way. Battery Life - 2 minutes, 14 seconds) makes it nearly impossible to get in and get out with whatever it is you need in the amount of time you probably allotted. The geniuses at the genius bar are helpful but wait time is usually well over twenty minutes.
The one in the Biltmore is not quite as cool as the one in NYC, but it's still pretty BA (sorry for using harsh letters).