Consider adding apostrophe tokenfilter

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As reported in pelias/pelias#847, we can improve fuzzy-matching by applying an apostrophe tokenfilter.

https://www.elastic.co/guide/en/elasticsearch/reference/current/analysis-apostrophe-tokenfilter.html

[missinglink]

We're currently removing apostrophe characters in the punctuation filter.
The effect of this is to convert mcdonald's => mcdonalds.

I had a play with introducing the apostrophe tokenfilter linked above (and also removing apostrophe from the punctuation filter):
The effect of this is mcdonald's => mcdonald.

What we really need is a method where all three of these compositions are considered equal:

mcdonald's
mcdonalds
mcdonald