> it is not as battery efficient as they promised ... got better battery life running the same apps The point of the article is that the M7 is always active (

> it is not as battery efficient as they promised ... got better battery life running the same apps The point of the article is that the M7 is always active (even if you aren't running apps), so the battery usage of the M7 is baked into the phone itself. This means you can't compare the M7 to non-M7 because you'll actually be comparing the 5S to earlier phones, which have different processors/batteries/etc.