how do I / how to put down a reference in apple retail job website

I don't know of any way to LOOK AT someone else's Profile - so how does you "buddy" see your reference and you cannot?

Further, there is no "Personal Reference" section = only "Employment Summary" section. Did you add him as a past employer? If so, and it is not true - Apple will (as would anyone else) likely consider this a "lie" if they ever followed up on it.

There is a "Cover Letter" section in the Profile. You can put anything you want in a Cover Letter. You can have multiple cover letters. One is a default that can be changed at individual job posting application time. You have to apply for EACH JOB POSTING...

EDITadded

You can have Multiple RESUMES - NOT Cover Letters - you can choose which RESUME to attach to each application for a job posting

It's better to add a reference right on your resume.

Or, mail a copy of your resume with reference letters attached to:

Apple

One Infinite Loop

Cupertino, CA 95014'

I wish you the best of luck with your job search!