I worked in retail selling batteries for a spell so I took a look at the Apple website at what they had to say about the new battery for the MacBook Pro. I would say Apple doesn't seem to be doing anything new other than making it bigger (in part by eliminating the ability to easily remove it).
The entire notebook industry has been moving to Lithium Polymer for the last several years. Li-Poly is still classified as Lithium Ion technology but with advancements over the previous generation of Li-Ion. One of these advancements is the shape of the cells from the cylindrical form to pretty much any form desirable. So this is hardly innovative unless your comparing it to batteries from five year old notebooks.
Adaptive charging also doesn't seem to be new. Li-Ion batteries have always required special circuitry in the chargers to ensure a safe charge as well as prolong the life of the battery (you're asking for trouble if you try and charge a Li-Ion with a straight trickle charge with no feedback from the battery). Maybe Apple's new adaptive charging has made significant advances over it's competitors, but they certainly didn't invent it like they seem to imply.
There are only a handful of large manufacturers of Li-Ion cells in the world (all in the far east I believe). Apple may be assembling these cells into their own batteries but I'm sure there is nothing special about the cells that any of the other notebook manufacturers couldn't incorporate into their own Notebooks as well. Yet from the Apple's website you'd think they had their own chemists and engineers developing batteries from scratch.
So it seems that they crammed a bigger battery into the new MacBook Pro and therefore it has a longer life over a single charge. Which not being able to easily remove does not bother me as long as it is still serviceable (that is replace the cells like you would RAM or the hard-drive by opening up the case) five years from now when it might make a useful second-hand computer. It doesn't sound like they've come up with anything special that would prolong the overall life of the battery either. Or are they exaggerating this claim as well. Does anyone know the typical recharge cycle ratings on any recent and up-to-date Li-Poly notebook batteries?
Since this is something I know a little about, it seems to me to be another example of how companies get away with deceiving people about how something is supposedly so innovative and better than everyone else's.
By the way I have a two year old MacBook running OSX and Ubuntu so I'm not an Apple hater by a long shot.