Online retailer Zavvi has slashed the price of Microsoft's latest gaming box, offering the new console for £409.99, which is £20 less than the manufacturer's suggested price.
Now that supply is no longer a problem, it looks like we may be seeing discounts on hardware to encourage additional sales. Microsoft has done a decent job of keeping shelves stocked with Xbox One units, so while demand may still be there, shortages certainly aren't much of an issue anymore.
Is this a sign of things to come? Will other retailers follow suit? More importantly, will Microsoft eventually cut price to compete with Sony's alluring $399 price tag for PS4? We'll just have to wait and see.