I am right there with you. As an [almost] lifelong Apple customer, I am in awe of how much of a customer-ninja I have to be in order to get anything to work in my favor. Amazing.
I think that it has to be taught both in and outside of schools. I am in the process of putting together an after school new media class that would be run as an after school program in the Boston area. In my experience in public schools, the curriculum won't change frequently enough to work with all of the accommodations necessary to keep everyone up to date.