Xbox One can now be had for 30 below its official RRP in the UK.
Indie retailer SimplyGames is currently offering the machine for 399.99 via Play.com. That's nearly 30 off the ‘official' 429 price for the standalone SKU.
The previous cheapest price for the machine was 409.99 from Zavvi – a price that has now been available for over a month.
PS4 received a price cut of its own earlier this month, although GameStop's stock has long since vanished.