The Xbox One console can now be bought for £329.99 in the UK, which is a £20 drop from the the system's previous RRP, and now makes it cheaper than the PS4.
When the Xbox One launched in November last year it was priced at £429.99, and saw it's price drop down to £399.99 when Titanfall came bundled with it in March this year. Then came the kinect-free version, bringing its price down further to £349.99.
But can all these price drops help the Xbox One catch up with the sales of the PS4, which Sony announced has surpassed 10 million sales. We'll have to wait and see.