No fmap means you can map over an arbitrary Functor type (well think about it for now as a collection), but you only do this one "functor level" deep. In case you fmap with a list, it is exactly equivalent to map.
fmap however is defined over all sorts of Functors, like lists, Maybes, etc. Here you can thus fmap in the fmap to map over two levels:
fApplyFunctor = fmap (fmap (+1)) [Just 1, Just 2]
This will then result in:
Prelude> fmap (fmap (+1)) [Just 1, Just 2]
[Just 2,Just 3]
Prelude> (fmap (+1)) <$> [Just 1, Just 2]
[Just 2,Just 3]
Prelude> ((+1) <$>) <$> [Just 1, Just 2]
[Just 2,Just 3]
EDIT: like @DanielWagner says, there exists a data type Compose which works over two (or more if you cascade) Functors and thus allows us to fmap two levels deep. This is implemented like:
newtype Compose f g a = Compose { getCompose :: f (g a) }
instance (Functor f, Functor g) => Functor (Compose f g) where
fmap f (Compose x) = Compose (fmap (fmap f) x)
so here we again perform an fmap on two levels:
Prelude Data.Functor.Compose> getCompose ((+1) <$> Compose [Just 1, Just 2])
[Just 2,Just 3]
But as you see it requires some syntax to first wrap the data in a Compose, and then to later "unwrap" it out of the Compose, so this requires some extra work as well.