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.