Yea, and this is why I don't take battery estimates seriously. Most people will want to run with Auto brightness to avoid wasting power when they need not, or ending up with barely legible screens because they set the brightness to low for some environments they find themselves in.

BT basically has to be on all the time for iPhones to use things like AirDrop and Continuity/Handoff.

There is just too much that can be "custom tailored" to make battery estimates "as nice as possible" for the marketing department to take them seriously.

Apple has been pushing the same "it should last one hour longer" line forever. If that was actually the case, the iPhone 7 (not Plus) should have battery life approaching the iPhone 6 Plus, but we all know that is not the case case.

Expect similar battery life to an iPhone 6 Plus on the 7 Plus, IMO. I don't think the purported increase in efficiency in the SoC is enough to keep it on par with the 6S+ when you factor in it's driving two cameras, has a brighter screen (backlight using more power), and they're using the Taptic engine wherever possible in this model; among other things.