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No they couldn't have. Not with the way the display is currently engineered. If they made the glass in front of the display matte, it would diffuse the light being expelled by the LCD panel as well as light coming from external sources. The only way they could offer a matte display is if they got rid of the glass panel in front of the LCD panel altogether, which would result in a thicker/bulkier display; and Apple is not going to do that.

The glass panel now supports the whole display structure the way a winshield in a car supports the car's unibody [source]. Its not as simple as you think. The only reason we had a choice in the old MBPs is because all structural rigidity came from the the aluminum structure around the display.

IMO - you are simply incorrect. Optical glass on some of the world's most high performing optics use coated glass - with excellent results - criteria far far surpassing what this screen would need. Even medium to higher end wristwatches have dual side coated crystals - thus, the coatings are durable as well.
 
Just stopped off at the Apple store in Fashion Island.

I was able to check out the new MB, MBP and 24" ACD. I really like a lot of things about the new MBP, but as everyone has mentioned the screen is very reflective.

I also spoke with one of the Geniuses and he mentioned they've received a lot requests for a matte version. He even mentioned he was planning on keeping his 15" matte. He said he was pretty sure there wouldn't be a matte version. Very diappointing.
 
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