Curious what percentage of iPhone users use no protective case. Maybe the number is higher than I think. My anecdotal experience is that the vast majority of people use a case, point being that in Apple's never-ending zeal to make it thinner and thinner and thinner the "average consumer" doesn't care given they will put it in a case that will, inherently, make it bulky, or at least bulkier.
I'd be thrilled if the width stayed the same or - god forbid - it actually got thicker, and as a result battery life improved and/or storage improved and/or processor improved. The whole thinner-est-most-est makes for about 90 seconds of oohs and ahhs during the release presentation and, at least for me, that's it.