I'm not surprised.  The 8 is barely a 7s and given the price differences and how good the 7 still is there is little reason for consumers on budgets to pick the 8 over the 7.  

Re the X, I'm not so sure this will work out for Apple.  besides the fact their production and availability numbers this year won't be up to whatever mythical demand they are anticipating, the cost just seems too high, and the incremental technology just seems to little, for them to make up the difference in new X handset sales.  I've been a fast upgrader since the first colour blackberry, but in this case don't see any reason to update to the 8 or X from the 7 even though I have a carrier credit available (particularly since even with that credit it will still cost like 1k to get into the X with enough memory.)