Wow, that is some rather random stuff right there.
From a technical- aswell as user-perspective there is no reason for Apple not to catch up in terms of battery life with what many other notebooks offer.
Well, Apple doesn't design for maximal battery life. Apple designs for a specific battery life. Which for them right now is 10 hours. I'd guess that particular number simply because its close to a duration of a working day. And after a working day you are rather likely to be near a plug to recharge. Going up to 14 hours from 10 hours doesn't give you that much real-world benefit since you'll still need to recharge every evening unless you want your laptop to be out of juice before lunch. Mind, I am not justifying Apple's choices here (of course having larger battery is always nice), just pointing out that there is some rational sense to them. Of course, we are talking about lighter/mixed usage scenarios. Under heavy load, your battery life will be bad no matter how large the battery is (since you are capped at 100Wh anyway).
BTW, other notebooks generally achieve long battery lifetimes by severely limiting the CPU performance. If you put a 15W CPU in a 15" laptop chassis, of course your battery life is going to be great. However, Apple takes sustained performance seriously.