Apple doesn't do 1080p. They had been posting 1080p movie trailers to their site since 2003 or 2004, but when they decided they were going to ignore that Blu-Ray exists and try to force feed us iTunes movies, they soon realized that their "1080p" alternative to Blu-Ray was too big a stretch and kind of embarrassing, so now they're pushing 720p as a sort of standard computer video resolution, and after ten years they've stopped putting 1080p trailers up. After Ten Years!!! And the 1080p trailers looked good too, a feature film at the same quality would be over 10GB though, so there was this discrepancy.
Their 720p movies look better than the 1080p, all Apple 1080p is is a blowing up of an already compressed 720p image, and a "look! See? It's 1080p! You can count the pixels!" It would be the same with the FaceTime camera. They did you a favor keeping it at 720p.