I'm pretty sure it means 10 hours of actual use. However it's impossible for more than 6 and a half hours on my iPhone 6 with the brightness most of the time at 10-20%, location services stripped down, background app refresh turned off, mail set to fetch once an hour. I get good standby times but using the phone makes it drain really fast and get a little heat to it. 90% of what I do with it is Safari, (pretty much this site most of the time) Twitter, Instagram. Maybe checking snapchat stories briefly, then checking facebook once or twice a day at most.
This battery life is still better than when I got my phone at least with 8.0-8.0.2. I had "stacks+Backboardd" spammed in the logs 60+ times over a couple days, among other unusual things. Phone would drain 10 percent in my pocket in just 1 hour, it was bad. I once saw 3 hours and 50 some minutes of usage at 1 percent, I don't believe I played any games, and if I did it was just clash of clans or hay day for a bit, no heavy graphically intensive 3D games or anything. Software updates have repaired most of my problems, but for whatever reason, the way I use my phone drains it like mad when it seems like it shouldn't at all. I use my iPad for the same tasks at higher brightness (more clash of clans and hay day though) and still achieve over 9-11 hours of usage pretty regularly, and that thing has even lost over 400 mAh of battery capacity according to iBackupBot. No idea what the issue is. I get 2-4 bars of LTE typically, on wifi most of the time, Low Signal never really shows in the usage list.
I'm sorry that every single time battery life is brought up I write a paragraph how my iPhone 6 drains horrendously when using relatively lightly for little reason... Just can't find any answers, I've tried everything.