Uses of 100% I don't understand

Marketing literature, from Dole (R) brand apple juice:

"100% Apple Juice: 100% Juice From Concentrate With Added Ingredients"

So, wait, what's 100% here? 100% "juice with added ingredients" parses correctly and informs you that everything in the can is, in fact, in the can. Uh, okay. Let's check out the ingredient list...

"INGREDIENTS: 100% apple juice from concentrate (filtered water and concentrated apple juice), malic acid and ascorbic acid (vitamin C)."

So, it's 100% apple juice, except for the parts that aren't. Uh, sure.