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.