Apple's logo is an apple with a bite, which shows their ideal of bravely marching into science and exploring unknown fields.
When deciding to adopt the name "Apple", the founders noticed that their brand didn't follow the natural characteristics of custom. This is the name of a fruit-its visual symbol is a partially eaten apple-which has no important significance, but this choice proves its value-refusing to deify the computer.
Apple is the pioneer of man-machine relationship. People will no longer worship or fear computers, but treat them as entertainment. Therefore, the brand name conforms to the original idea that became more and more obvious later-establishing a new standard.
Another way of saying it is that Jobs wants to pursue perfection.