Those units are very different from milliamps per hour (which is basically a nonsense unit) and watts (which are a unit of energy per time, therefore saying nothing about how long the battery will last).

I'm just trying to address the confusion here. Battery capacity is a relatively mundane detail, and I don't necessarily expect the people writing marketing copy to understand electrical terminology.

Yeah iphones are pretty small. I seem to remember some of my Sammys and Motos having in the 9-12 range. 37 might actually be approaching some small netbooks.

The capacity for energy storage is volts * amps over time. So a 10 amp hour battery at 3.7v holds less energy than a 10 amp hour battery at 12v. Together it makes watt-hours. That's the best way to measure storage capacity.