If they’re too deep to be adequately addressed with the Novus, 3-step plastic products OR automotive rubbing compound (and they appear to be
that deep) you might try #0000 or #000 steel wool. And if steel wool isn’t enough, then there’s also the localized use of fine and even finer (3000 grit), micro sanding papers. (Much like the approach that some use to restore weathered clear plastic automotive headlight covers.)
After overall smoothness is possibly attained, apply a clear, spray gloss coat - or waxing & buffing to the apple logo. It is even possible sometimes, that after using steel wool alone, that a clear coat (acting as a “filler” too) can diminish the appearance of the abrasions and restore very nearly the original shine. It can be a lot of “trial and error” at first.
Of course you have to mask around the apple to prevent damage and any overspray on the matte surface of the side panel.
And, have you tried ordinary old lighter fluid to possibly reduce the white? It looks like it might also be a color transfer from some other white plastic. Hard to tell simply from the image.
Best of luck and success.
