Re: marketing trick
I disagree. Apple has never hinted at the iPhone X would be axed. It was ANAL(ists) such as Ming-Chi Kuo[1] who from their insights into the Apple supply chain that make these IMHO stupid statements.
If Apple were to make this sort of statement their share price would drop like a stone that is tossed into a lake. Wall St hates Apple (like many here) so any news like would make huge waves as the APPL stock is sold off rapidly.
[1] If you doubt me then google his name and add 'iPhone X' at the end.