I don't limit fruit because it's a great source of antioxidants, fiber, etc. The sweetness of fresh fruit satisfies me, so I don't crave added sugars. The general guidelines are to limit 'added sugars', not those that occur naturally in fruits and other foods. I eat fruit a few times a day, and try to get a range of colors for more nutritional punch.
I prefer my fruit naked and pure. I think the only time fruit can become a problem is if it's in cobbler or pie