They still have competitors that are doing interesting things. I think apple just talks about it as part of their keynote, while their competitors might not have keynotes going into the manufacturing details and innovations that they have done.
For example, the NEC LaVie Z HZ550 is 1.75lbs and the case is made out of a magnesium-lithium alloy. The keyboard is integrated into the case. It uses a processor that consumes more power (an i5), but they will probably release a new one in a while that will use the same 5W core M and get similar battery life. The laptop is a whole 3mm thicker than the new air, but you get ports as a result.
For example, the NEC LaVie Z HZ550 is 1.75lbs and the case is made out of a magnesium-lithium alloy. The keyboard is integrated into the case. It uses a processor that consumes more power (an i5), but they will probably release a new one in a while that will use the same 5W core M and get similar battery life. The laptop is a whole 3mm thicker than the new air, but you get ports as a result.