If you don't mine loosing the writing you can start with 1000 grit sandpaper (wet sanding is the best) and slowly work away the bigger scratches. keep going to higher grit sandpaper (1500, 2000, 3000) until all scratches are gone. Pay carefull attention to he area around teh apple in the middle. Plastic does not come back smooth soo easily with this process.
the only other alternative is to get a cover so you don't see the scratches.