From our friends at CNN Technology:
Apple needs an X factor iPhone 8: What's new?
Apple investors have to be hoping that X, as in iPhone X, marks the spot for the company. Because it looks like the reception for the iPhone 8 and iPhone 8 Plus is pretty lackluster so far.
Yeah. I know that you're supposed to say 10 instead of the letter X when discussing the iPhone that's yet to hit stores. Roman numerals and all that.