Excel Macro: Action when field doesn't equal specific text

I have the following code which works for filtering all the cells where it doesn't equal zero.

With Sheets("Menu").Rows("10:10")
    .AutoFilter Field:=8, Criteria1:="<>0"
    .AutoFilter Field:=9, Criteria1:="<>0"
    .AutoFilter Field:=10, Criteria1:="=0.00"
End With

How can I change the following code to filter when the text inside the cell doesn't equal "Apple"?  If I add quotation marks around Apple, I get an error.  Any help would be appreciated.

With Sheets("Menu").Rows("10:10")
    .AutoFilter Field:=12, Criteria:="<>Apple"
End With

With Sheets("Menu").Rows("10:10")
    .AutoFilter Field:=8, Criteria1:="<>0"
    .AutoFilter Field:=9, Criteria1:="<>0"
    .AutoFilter Field:=10, Criteria1:="=0.00"
End With
 
With Sheets("Menu").Rows("10:10")
    .AutoFilter Field:=12, Criteria:="<>Apple"
End With

Select allOpen in new window