Former Note 8 owner here: I definitely will try my best to go with an iPhone upgrade this upcoming month, even if it is an iPhone X.
I invested in an Apple Watch this summer for $100. I basically doubled down on iOS in a way. Samsung has great hardware, but their software isn't my cup of tea. They have too much bloatware, gimmicky features like Edge Screens, lack of timely updates, and some weird software quirks. Samsung's customer service is a dumpster fire.
If I am spending top dollar on a phone, I might as well go for an iPhone for the long-term software support, hardware/software blend, faster app updates, better dev support, stronger integration with my current products, and the Apple customer service.
No thanks on Samsung. Only way I would buy one of their products is if it's the last option available. I rather consider a Pixel, LG device, Sony device, OnePlus device before I go Samsung again.