I can already see Apple putting a battery 50% smaller and keep the same bad (according to my opinion) battery life of their iPhones in order to claim they have

I can already see Apple putting a battery 50% smaller and keep the same bad (according to my opinion) battery life of their iPhones in order to claim they have the thinner handset on the market. Seriously, device thickness is for 2016 like camera megapixels was for 2006, it's totally unnecessary to keep pushing it and it hurts usability, yet, it looks good in the numbers you show the consumer, so companies keep doing it.