To get a sense of how much Apple is taking us to the cleaners, we have to look at the BOM costs. BOM Cost: iPhone 6S - $211.50 iPhone 7 - $220.80 Galaxy S8 - $307.50 iPhone X - $412.75 Profit Margin: iPhone 6S - 67.46% iPhone 7 - 66% Galaxy S8 - 59% iPhone X - 58.7% So as you can see, the iPhone X is priced accordingly against Samsung's pricing model. You could say the iPhone 6/7 were overpriced. I wasn't able to get the Note 8's BOM cost. If anyone has it, please post it. I'm not saying the iPhone X isn't expensive, because it is. This gives us a picture of why it's so expensive.