Yes, (g x) is the second argument to f. Consider the type signature:
(<*>) :: Applicative f => f (a -> b) -> f a -> f b
In this case, the type of f is ((->) r). Specialized to that type:
(<*>) :: (r -> a -> b) -> (r -> a) -> (r -> b)
f <*> g = \x -> f x (g x)
Breaking down the pieces...
f :: r -> a -> b
g :: r -> a
x :: r
(g x) :: a
(f x (g x)) :: b
The example is made a bit confusing by tossing in an fmap. As far as the definition above is concerned, 'f' in the example is ((+) <$> (+3)) and that has to be resolved before looking at <*>.