You could change your test to this if you want an exact match:
if isequal(x{i},'Apples')
x(i) is a cell, whereas x{i} is what is contained in the cell which is a character string. You could also use the functions "strcmp" or "strcmpi" for instance instead of "isequal".
That being said, I am not sure you will be building your "list" variable as you expect. What exactly do you want "list" to be after your code is done? Probably using some form of the function "ismember" might be a better choice instead of the loop you currently have.
