on the 787 QR is going 4 across 1x2x1 using a J seat similar to the new AA version. It will be interesting to see seat and configuration AA will have on its 787s however it will be quite a swing that AA has a superior seat product to BA. It seems CX and JL also now have a better seat product than BA.
http://www.airliners.net/photo/Qatar...liner/2198185/
Even going back to the CW "Craddle" vs. the fury monster on AA it's hard to recall AA ever having a J seat on par with BA. Same could be said historically of JL and CX seat products.
While I know the JV means all revenue shared, at the end of the day, alliances come, go and partners change. One would think BA needs to protect preference for its product - obviously hard product in J being an important component of the offering.