It falls under the "nominative use" defense to an assertion of trademark infringement. Free speech has nothing to do with it.
Trademarks are intended to provide consumers with the confidence that the products they're buying really come from the producer they claim to come from. As such, you're prohibited from assembling your own computer and branding it Apple; you've never been prohibited from referring to Apple.
Trademarks are intended to provide consumers with the confidence that the products they're buying really come from the producer they claim to come from. As such, you're prohibited from assembling your own computer and branding it Apple; you've never been prohibited from referring to Apple.