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Because BA have not taken the opportunity to introduce a new hard product with the launch of A380 and 787, it wouldn’t surprise me if the same product also went into the A350 when that comes on line in a year or two’s time, otherwise they would be under pressure to refit the A380s and 787s and that would mean writing off the current generation seats far too early than they would have liked.

So this begs the question – what landmark would stimulate BA into launching a new hard product across the whole long haul fleet?