I always take battery improvement claims with a grain of salt. Usually they translate into marginal improvements in a device's stand-by time, while having little to no impact on its battery life under moderate to heavy use. It does me little good if my iPhone can lie dormant for a month in sleep mode if it still fails to last a single day with normal usage.
Rapid advances over the last few years in improved battery design, along with better power management strategy/design, reduced semiconductor geometries, and efficient software design all work hand-in-hand. It's why we have laptops and tablets that have such long run-times today.
Hardly marginal improvements from when much thicker laptops with larger batteries typically ran for 3-4 hours not so long ago.