Try the probiotics. They're safe, and test better than products like Mylicon and gripe water for effectiveness. I thought Good Start was the best of the formulas, though they are all pretty nasty tasting. It's the one we stuck with.
Both of my girls started on cereal at 2 months to help control their nighttime acid reflux. Recommended by their doctors office. Which is what we hoping would help him with his also. It has helped with that part, but not the pooping issue. Its not much at all maybe 2 teaspoons really runny given in a med. dropper. The juice was what the doctors at the office I take him to recommended to give him along with his meds which he gets 1 oz water, 1oz juice. I've had him off the cereal for 3 days off the juice for 2 and its only getting worse.
He still takes those two bottles a day (2oz of formula) which he doesnt handle well either now. He take 2 hours to drink 2 oz. I have him using Good Start because he throws similac back up. I've tried giving him some extra vit. and he threw it up as soon as it hit his stomach.
Is the rice cereal and apple juice by the doctor's recommendation? Because it is awfully early for him to have either thing. It is sometimes part of a BRAT protocol, but BRAT is used to stop life-threatening diarrhea, not the opposite, and even if that was his problem, this would be an early time to give it to him. Babies are not supposed to have anything besides milk (breast or formula) until 6 months old because the stomach is not developed enough to handle them.
In your shoes, I would stop the rice cereal and the juice, and stay with breastfeeding, watching your own diet for things like cauliflower and broccoli that can give the baby gas, and I would also give him an infant probiotic.