More explicitly, you own the shape within a certain, limited in scope, industry (sometimes in broader industry).

Most trademarks that contain everyday words must explicitly state no ownership claim of such words, but instead claim ownership of the shape of the word (and sometimes color) within a specific context, ie. "Apple".

For most trademarks, this usually means shape of the logo is what is protected, not the word used inside the logo.

So while you could create a lawn mowing service called "Apple" without any legal issue, you cannot use the exact shape of the letters (ie, font) in the Apple logo.

> So while you could create a lawn mowing service called "Apple" without any legal issue, you cannot use the exact shape of the letters (ie, font) in the Apple logo.

The wider problem is that even if they don’t have the right to the broader usage of the term, they do have billions more dollars than you and can sue you into submission. Even when the apple happens to be a different fruit: https://www.entrepreneur.com/article/354644

Other indexes used to honor trademark owners.

Why not have the trademark office charge trademark owners right to maintain trademark fees.

It’s just unseemly. I believe the EU is looking at this situation, so I’m not alone in this view.

They effectively do. You pay fees to register the trademark, and continue to pay fees to maintain it every 10 years thereafter.