https://www.theregister.co.uk/2017/10/10/apple_iphone_x_sales/

Apple's upcoming iPhone X will be its biggest in years, but will still fall short of sales expectations.

This is according to Edison Investment Research analyst Richard Windsor, who today likened the looming iPhone X launch to the 2014 unwrapping of the iPhone 6 and 6S. Like that blastoff, the iPhone X introduces a new design to Apple's smartphone and with it more hardware features and the need to adapt software.