They are most certainly not helping Apple. These issues are known to everyone who's worked in Asia before. That's why it's a long process to change the work culture.
And again you get the actors wrong. It should be BBC helping the Chinese government and the factory owners improve. Apple customers and Apple have collectively provided a demand platform for them to leverage.
They should also encourage other brand owners to follow suit.
Tell me, what kind of leverage does the BBC have to make these companies change? Do you think its more or less than Apple?
If Apple is going to pound their chest, saying "look at all we are doing", and posting this information on the front page of their website, they should also be ready for the criticism too.