I feel the distinction is that match is common term for the industry in which the trademark applies. Whereas Apple is not a common word in software except to mean that particular company.

I dont think I can call my company "Software" and then sue anyone that uses the word software in the software industry. I feel "match" is similar to trademark of the word Dating. I am sure a trademark attorney can enlighten us. I am guessing.

Obviously the trademark was granted in multiple jurisdictions for match so its not a problem apparently. I wonder what the rationale is.

Apple doesn't sell apples or any other kind of fruit. That's my guess as to why Apple is an acceptable trademark for phones, computers, music (per arrangement with Apple Records), etc, but Snapchat's Spectacles trademark was rejected. The term for this is "arbitrary mark".