- Needs other engines
- Needs to be lighter
- Needs to be bigger. The wings are build for the long version.
The question is, how much does it cost to bring one (price sensitive) customer to the hub? The A380 was the right idea based on size, but too early and failed on price.
On Airbus side the second biggest airliner is the A350-1000: very light, top notch engines -> 170 orders so far, very underwhelming, and the project of a bigger A350-2000 has been postponed due to a lack of interest. On Boeing side the 777-9 (not yet flying) has even more modern engines, a super light wing, and besides Emirates nobody is buying it...
The order book has depth, but lack breadth. I've often heard the critical size for a widebody is at least 400 sales to 20 airlines. 400 sales to achieve economy of scales, and 20 airlines to have a healthy secondary market. The 777X is not far from the 400 sales, but has some ways to go to find 20 customers. The A330NEO is in a similar but reversed situation: 278 orders for 15 customers (including a couple of lessors). The breadth is nearly there, but not the depth.
If there was a huge market for the plane, then airlines would have been lining up to buy them. A huge market would be the 787, which started production in 2011 and has delivered 789 of them on 1421 orders.