Microsoft has announced the first Xbox One price cut, which will take effect from 28th February Xbox One.
The new £399 cost coincides with a new Titanfall bundle which includes an Xbox One console, the Kinect sensor, a standard Xbox One wireless controller, a standard Xbox One Chat Headset, one month of Xbox Live Gold membership and a digital copy of Titanfall for the same price of £399.99.
We'd imagine that this will be released in limited quantity.
"The reason for doing this is about giving gamers in the UK the best value we can with Xbox One," Xbox Managing Director Harvey Eagle told Eurogamer in a new interview.
"That starts with the announcement we're making about this new price point of £399 moving forward, and continues with the inclusion of the hottest game of the year in Titanfall.
"In terms of our sales, this has been our most successful UK launch ever. I think we can say at this point already that both platforms are commercially successful, and I think that's great news for the industry.
"But I will also say we're only a few months into a generation that's going to last for many many years. So we take a long-term view. This is very much a marathon for us, not a sprint, and we're in it for the long haul. We're very excited about the announcements we're making today."
While this may upset early adopters, Eagle said that all they will get in return is Microsoft's thanks.
"Unfortunately we can't offer a retroactive refund," he said. "We thank them very much. We think we've offered great value to those customers who've been playing on and enjoying their consoles since Christmas."