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I would tell your little rug rat, that if he doesn't want the Apple don't ask for one. That he is not hurting your feelings by NOT asking for one...and that you are trying to give him something that he likes in his lunch. That you thought he wanted Apples. That he should ask for what he truly wants to eat.

If he wants Peanut Butter give him Peanut Butter. It is not bad for him, the only thing I would check is the Sugar and Salt content in the brands.

Unless there is some hidden agenda that i am missing here, it sounds like a phase. Ask him what makes peanut butter taste so good to him. Keep asking why...it makes you think about why you do the things that you do and the things you like or don't like.