You can buy the Xiaomi Pocophone F1 with 6GB RAM and 128GB ROM for £330 (including 20% tax) from Amazon UK. This model has a Snapdragon 845 SOC making it one of the fastest Android phones. Comparing this to the latest Apple Iphones
Camera - Iphone is somewhat better in low light
Display - Iphone OLED display is a bit better than the F1 IPS display
Wireless charging and NFC - only on the Iphone
Headset socket - only on the F1
Back - Glass on Iphone Plastic on F1
Games performance - the latest Apple SOC is somewhat faster than the Snapdragon 845
SD card - only on the F1
PRICE - the F1 costs £330 the Iphone X with 256GB costs £949
So for less than $100 dollars difference in manufacturing cost, Apple wants a markup of over $790.
I think that customers are waking up to the fact that Apple's phones are way overpriced and this is the main reason behind the fall in sales.