> 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