That ad was a neat PR trick, seeing as it seemed to make people forget that Apple is one of the most profitable companies in human existence. It's not a "revolutionary" company, it just makes really good products.
They do more than others in the industry with their annual transparency reports, and they are working to end unfair working conditions in their operations, and in those of their partners such as Foxconn. I do agree that they could do more, but I haven’t even brought up their recycling programs yet. They have the largest burden to bear, as the world’s largest company, depending how you measure it, and so they can commensurately do more to identify the problems and work toward solutions. To say they are only making really good products is a bit harsh, as they are measurably doing more than their competition to make their profits ethically, while making those products.