The thing is - Apple set the precedent on smartphone pricing and have done for a while.
If Apple can sell one at €1,200 then folk are willing to pay (almost) that much for an Android.

Many Android users, like myself, scoff at the 'Apple premium' so having it undercut the iPhone X cost by around 17% while offering a similar experience in Android form is attractive to a considerable number of users.

Galaxy s9 is cheaper then s8 at the moment. I'll still get lg v30 just for audio quality. Cause that one of the main thing I do with my galaxy s4. Iphone has no head jack and cost to much big turn off. I don't see how people like the iPhone.