The Xbox One has had yet another price cut in the US.
All bundles including the entry-level 500GB machine now cost just $249 in the US. This includes bundles featuring Gears of War: Ultimate Edition and the white Quantum Break SKU.
Microsoft first shaved some off the price of the machine at the beginning of June and ahead of its E3 announcements, bringing it down to $299.99. Then immediately after E3 these prices were further reduced to $279.
There's no word yet on whether we'll see similar discounting in the UK, although some models were bought down to as low as 199.99 in the aftermath of E3.
The reason for the discounting? The imminent arrival of the Xbox One S, meaning any lingering stock of the older models could find itself quite unloved if not shifted by August 2nd.
Of course, there's a rich history of cutting the Xbox One price. The console launched at 429.99 in November 2014. The following February it was reduced to 399.99. Then in June 2014 it was slashed to 349.99, with Kinect stripped out of the box. By the autumn of that year that price had been reduced again to 329.99, and by April 2015 Microsoft was pricing it as low as 299.
All of which represents a drop from 429 to 199 in 19 months, although this official entry-level price of the Xbox One S will be 249 once the 500GB SKU arrives, a date for which has not yet been announced.