That is vintage leather and is supposed to scratch. It enhances it's appearance. I would call Coach ot check their website to see what to use on it. I don't think they recommend anything on the mineral chelseas.
I have this same bag, wristlet, and wallet, and I totally agree that the scratches on the vintage leather is what gives this particular bag character. It scuffs/scratches so easily. I've actually scuffed mine up a bit in spots to keep the scratching "even." I would not use Apple too often...the grain WILL collapse. It did on my wristlet (oops) after using Apple only two times, and now the wristlet doesn't quite match the bag. I don't think I'd ever use it on the bag itself!