Earlier quoted context omitted.
For reference, Apple has not taken action against the company with the logo in the article. https://news.ycombinator.com/item?id=36417785
Because the first step is to get exclusive apple trademark for everything, then force everyone out. The article say Apple was granted the apple trademark for phones and other electronics, but Apple is fighting to get everything. Why would they fight if not to bully everyone?
Just using Google Translate, it seems like they want the image of a true-to-life apple to be a trademark, but still only for "Essential sound, video and film recordings and corresponding data carriers". Nowhere in the appeal does it sound like they're trying to extend it to more classes of goods like actual fruit.