Even Samsung
Are starting to take the piss.
I seem to remember my Galaxy S being less than £400.
It seems every new release they are whacking on £50 to £100 and just remember the 256gb Note 8 will be around the £1000 mark as well.
Seriously, if a badge isn't important you will get an almost as good handset from Huawei/Honor at less than half the price.