Considering that only Apple phones run iOS, and there's only one Apple phone per physical device size bracket a generation, people don't really have a choice.
At least in the iPhone ecosystem it's not so much best option available, it's the only option available.
There's no immediate danger of people not buying iPhones because they want better battery life, so Apple doesn't even have to try harder than an average show of effort.
My phone's about 3 years old now. Even when it was new, I couldn't use it indiscriminately and expect a full day of charge. If I want to have it available for critical purposes like emergency calls, it's literally not usable in the way that I'd like to use it. I don't think that it's even remotely unreasonable to advocate for better battery life, and I think it's only a slight exaggeration to call current phone battery life "unusable".