Apparently that was the really big 'thing' about Kaby Lake over Cannonlake, cooler running and therefore able to sustain higher clock speeds for longer, as you say by the time we reach 10nm I'd guess either fans will be officially optional for 15W U series chips (used only if a manufacturer wants to eke out a little extra performance under load) - or else they will use all the extra headroom to play with quad core designs and more powerful graphics.
In this case, intel would better break up in two the category, creating one sub-10W for fanless designs and a second one around 20W for CPU+iGPU performances. But well, they already have the Y and U series for this: performances will move down to lower TDPs with small process nodes, MS experiments are just too early for the available tech in 2017.
Whether Apple will embrace this for, perhaps a 14" MacBook to replace the ntb pro (and reduce the price of the TB model with the extra thermal headroom) remains to be seen...
Yeah I'm not sure Apple is up for that, they still have big plans for the iPad (Pro) and the MB Air is only here to occupy the low price point in the interim. I don't think Apple is leaning toward an iBook/Powerbook -like dual lineup for its macOS laptops. I could rather imagine them leaning toward a gradual laptop line, following intel's Y/U/H categories of chips and performances (and not very different to now, only simplified).
Given Apple already switched all its retina laptops to emulated higher base resolutions, I suppose they are waiting for intel to take advantage of the gains in power in their chips for the next generation to switch to higher resolution screens and then why not size too playing with bezels a bit (say randomly to 3072x1920, 3584x2240, resp. 4096x2560, all at ~300 ppi). But with close to two times more pixels to handle in each model in this case, if the 12" model can remain fanless on Y-Series, the 14" would still need capable quad+iGPU U-Series chips and then fans, and then the 16" would get quad+iGPU or optional hexa+dGPU H-Series (call this last one Pro, as for the coming iMac line, and every others only "Macbook").
If not everyone need power, they'd better continue to expand iPad software capabilities to push more users to iOS (while they continue to improve their Ax chips), and leave macOS and the Mac still capable to handle demanding tasks, rather than seek the fanless graal everywhere, trading power on the Mac to achieve it. Microsoft don't have the luxury of having two OSes/platforms, and intel can't do magic (last 10 nm generation or 7 nm could bring us there, but it's far far away).