Apple stores are a chain of retail shops that are owned and operated by Apple. Most apple stores have a genius bar, which is where customers go when they have problems with the hardware or software, for set up services and when they need technical advice.
I think it depends on the store. I got mine as a gift and took it to the store for help, the guy working there got it all set up and explained everything to me for free, it wasn't even the store it came from. He was just nice I guess.