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It's not really a like for like comparison. The S8 has been out for a while and has had its price cut down as a result. You always get better value for money if you stay slightly behind the curve and don't buy the fanciest, newest thing going.

The iPhone X price is still ridiculous, don't get me wrong, but Samsung phones are pretty damned expensive on launch, too.

Also, the S8 is the smallest (even though it's got the same size screen as the iPhone X) and cheapest of the 8-series flagships from Samsung (the other two being the S8+ and Note 8).

The Note 8 launch price was pretty close to the iPhone X.

In the US, that's $999 for iPhone X 64GB[0], or $724.99 for Samsung S8 64GB. So just under 1.4x.

[0] https://www.apple.com/iphone/ [1] https://www.bestbuy.com/site/samsung-galaxy-s8-64gb-unlocked...

S8 was 690 GBP at launch. You still have a fair point though as 8 months after launch (July 2018), I'm sure the X will still be 897.