I am not an iPhone user, or ever bought one. But from the perspective of novelty, I would prefer to buy an iPhone x over an iPhone 8, for the exclusive features. Otherwise I'd stick to an affordable and feature-filled Android.
That makes sense and I almost wonder if all of this talk about the price is somehow sneaky marketing. iPhone has traditionally been positioned as a moderate luxury phone... this price is only marginally more than the current top end phones. But if you're going to buy a phone for status, don't you want to buy the most expensive? And all of this talk in the media about how expensive the iPhone is service to cement that notion in peoples minds.