Apple clearly describes on the product page under which circumstances the 10h are reached in their tests. It is obvious that it doesn't reach 10 hours when you do heavy tasks like rendering an animation or playing games.
If you do the tasks they mentioned on their product page and you do reach like 5 hours only, then you are entitled to a refund/repair depending on the country you are living in.
[doublepost=1480610009][/doublepost]This is a funny topic. Apple makes sure that the screen is brighter than any other laptop screen, which is a great feature! But then people turn up the brightness and complain that their battery time is not 10 hours.
That proves that there are people who will never be happy with what Apple is doing. They will always turn things around so they can complain. It's either the battery time or the power. And in any case they will say "of course the one I am currently complaining about, is the more important part".