Reading just that title I expected something along the lines of 'we're actively researching how to make our product line and/or production process less harmful

Reading just that title I expected something along the lines of 'we're actively researching how to make our product line and/or production process less harmful for the planet and this gets better with every iteration of our iDevice'. Instead it's bascially a bunch of PR saying they comply with standards/guidelines (some of which they wrote themselves). Don't get me wrong, it's not bad, but eventually companies with the potential Apple has could really turn around how the majority of people think about the environment: currently, the majority doesn't seem to care a lot. If companies like Apple/Samsung/..., who're serving that majority, however would start pushing 'greener' and/or 'more fair' devices and explaining why, than the majority would get dragged along and maybe start to care, the rest of the industry would have to follow, etc.