For my work I can choose any android or apple device - alas my desk currently has iPhone 7, 7 plus, s8 plus, s7 edge on it. A few years ago I couldn't stand apple phones till the 5S I think. Now, I never pick up anything to take home than an iPhone. Yes they aren't as customisable as an android, the X may be perceived as catching up with other android phones but they (iPhones) just work. They do what they do, and do it well. no lag like I find on android after a handful of apps open and menus are simple (especially compared to the over complicated Samsung system). Whichever iPhone you pick up you know where everything is.
Definately not a fan boy - no other apple equipment (I have tried to like macs but can't get into them). As a tool the iPhone is great
Regarding the price - I am pretty sure but I'd have to check, the 7+ I am writing this on was very close to £1k on launch so it's not a big difference to this.