Apple seem to be the only company that hold/fix the retail price for nearly a year though. The Galaxy Note 9 was £1k when it was released a couple of months back but it’s already available for around £730 sim free. This is perhaps due to lesser demand though.
Currently, the Note 9 is still $999. Rather somebody finds that with carrier incentives or trade-ins, that might be different. But my point is, it’s not just Apple Someone can point the finger at, when smart phones in increased in price substantially over the years, when Samsung and other manufacturers have risen the costs. Personally I think it’s because of marketing, but I also think it’s the rising cost of technology has changed, where components and hardware in general are more expensive.