He defined the rank of $F$ at $p$ to be the rank of the linear transformation $dF_p:T_pM \to T_{F(p)}N$ (where the rank of a linear transformation is say defined as the dimension of the image). Next, what he's claiming is that for every chart $(U,\phi)$ about $p$ and $(V,\psi)$ about $F(p)$, we can consider the linear transformation $D(\psi\circ F \circ \phi^{-1})_{\phi(p)}:\Bbb{R}^{\dim M} \to \Bbb{R}^{\dim N}$ (this is the usual derivative at a point for a map between open subsets of a finite-dimensional normed vector space). THe claim is then that
\begin{align}
\text{rank} \left(dF_p\right) &= \text{rank} \left( D(\psi\circ F \circ \phi^{-1})_{\phi(p)}\right) \\
&= \text{rank} \left( (\psi\circ F \circ \phi^{-1})'(\phi(p))\right)
\end{align}
where $(\psi\circ F \circ \phi^{-1})'(\phi(p))$ is the matrix representation of the linear transformation $D(\psi\circ F \circ \phi^{-1})_{\phi(p)}$ with respect to the standard ordered bases for $\Bbb{R}^{\dim M}$ and $\Bbb{R}^{\dim N}$, i.e the Jacobian matrix in a chart (the second equality about rank of linear transformation vs rank of matrix representation being equal is a standard linear algebra fact).
The notion of the differential/push-forward/tangent-mapping $dF_p:T_pM \to T_{F(p)}N$ is exactly meant to generalize the concept of "Jacobian matrix" (actually even for maps between open subsets of Euclidean spaces, we can consider the derivative at a point as a linear transformation, and then the Jacobian matrix is just the matrix representation of this linear map relative to the standard bases). See the remarks made on page 62-63.