This is a call to action more than anything else. Tim Cook has long been talking about these issues - including at the now famous investors talk in which he told share holders to get out of the stock if they have a problem with Apple pushing for clean energy that does not add to the bottom line.
I wonder if Apple are working their way out of china as well. The latest test being the Mac Pro manufacturing in the U.S mostly by machines.
On a personal level, it does make me feel good that Cook is at the helms and that one of my favorite companies are pushing this issue forward.
Found here, and also on that subject