The Wired article links to this https://www3.wipo.int/madrid/monitor/en/showData.jsp?ID=ROM.... which is the logo of The Beatles' Apple Corps, that is now owned by Apple Inc as part of the settlement of the disagreements between the two Apples.
So they're trying to register the mark previously owned by Apple Corps, within the scope of the original mark. I'm not sure where the actual conflict is then, unless Fruits Suisse are also in the music industry.