I'm not buying into the gTLD domain hype yet. I remember when .BIZ and others came out, lots of IM's thought it'd be a gold rush and it was a major flop.
Unless some major players start using gTLD's like http://microsoft/ or http://ebay/ we won't be seeing fast adoption of these domains IMO. It's gonna take a while to break the .COM tradition.
Also, the new gTLD's are an infinite supply. You buy apples.oranges and the next day your competitor can buy apples.farm or apples.trees so I think apples.com is gonna remain the "canonical" form for online biz for the time being.