To be fair it probably has come a long way since I tried it in the S4, I was very disappointed (I went from the iPhone 4s I had at the time to the S4) and I've stayed in the Apple ecosystem ever since, I will say that the Note series has looked great and so has the S7 and S7 Edge, a far more premium look than the days of the plastic back of the S4 and before it. I don't know if they did that in order to try and compete with Apples' iPhone or if it was always in their pipeline.
I do think the price of £1000 seems steep, but it will depend what Apple put into it, if it's just the OLED display then it probably won't be worth it, however if it comes with a better design, wireless charging (not sure how I feel about that) and so on then I think it may be worth it, but Apple have really got to sell it well at the keynote. Also if Samsung are putting up their prices this year, there may not be a big difference.