Very good eye!
The orange shirt says "Tour Guide", and the guides shown on
http://www.amsterdamsegway.com/ wear the same shirts.
With regards to the Apple store opening, I am always amazed at to what lengths fanboys will go to spend money at Apple. Though I am appalled and disgusted at the working conditions that Apple allows to exist at their manufacturing contractor in China (Foxconn), I have to admit that Apple marketing is first rate. Would that some of Apple's capabilities flowed to Segway, instead of Segway talent fleeing to Apple.