Boeing played the market correctly here. When everyone was oohing over the A380 Boeing said super jumbos were on their way out and focused on the 787. If it hadn’t been for Emirates buying so many A380s to begin with it would have been a flop from the start (Emirates alone operates almost half of the A380s ever built). The future in long haul is mid-size highly efficient twin engine jets and here Airbus is scrambling…
I don't think they're scrambling. The A350 is their 787 competitor and looks amazing. Can't wait to try it out.
The A350 is considerably bigger than the 787, it actually competes against the 777 ( original and X ).
The 787-8 and -9 have the same floor area as the much older Airbus A330-200 and -300 respectively.
Airbus doesn't have a direct rival to the 787 other than the warmed-over A330Neo.