99% of the time when I search "apple", I do, in fact, want searches related to the company. Now that I think about it, I've never searched for apple (as in the fruit) casually.

(I mean, ads still show the computer, but I'm assuming no one is doing brand-building ads online for the fruit.)

In general, when I search for something that could be ambiguous (and everything is) I want a sample of each possible cluster or meaning. But today, Google (and others follow their lead) is determined to give you the answer, and also certain that nobody reads beyond the first few hits. It's not helpful to say "give right results and not wrong ones" because a fanatical devotion to that "idea" is what got us into a dysfunctional situation.