So I've owned the following Apple laptops: 2002 TiBook 800 2003 17" Powerbook G4 2006 Macbook 2008 15" Macbook Pro mid-2010 15" Macbook Pro 2010 Macbook Air For work I've had: 2005 15" Powerbook G4 early-2006 15" Macbook Pro late-2007 15" Macbook pro mid-2009 13" Macbook pro 2012 15" retina Macbook Pro I guess you could say I have extensive hands-on experience with a lot of Apple laptops. In the past Apple's marketing materials would list an estimated battery life that was optimistic. Sitting in a dark room with the screen on dimmest surfing the web (but not scrolling much!) was what it took to achieve the times they stated. This has been the case with every one of those laptops, except maybe the 2012 15" rMBP. Now I've got a new Haswell 15", and it absolutely destroys their 8 hour estimate. Sitting with the screen at 25% brightness surfing the web looks like it'll net me 11-12 hours, proof attached. Why is Apple doing this? They've never been ones to understate the performance of their products, and battery life is a significant differentiator. Are they waiting for Broadwell to announce "now our laptops last 14 hours!" when they really only added 2 hours of runtime? I don't get it. Anyone have more insight into this?