I agree with this. Around the office I can hear people mentioning how they went to go see or wanted to see Deadpool, Civil War, BvS, and Suicide Squad but not a single mention of X-Men Apocalypse.
None of my contacts on Facebook were posting about it either but there were plenty of check-ins for the other films mentioned.
X-Men does seem to be missing that "it" factor. There is no baby Groot or Harley Quinn that people are gushing over in trailers or are planning to dress up as for Halloween.
I've even seen people mistakenly associate Deadpool with Marvel studios. It's like if it's good then it must be from Marvel.
Here is an example in this Esquire article:
http://www.esquire.com/entertainment/movies/news/a52396/new-logan-wolverine-trailer/