Asda made a surprising move by slashing the price of the new Apple iPod Touch 32GB to £236 only, a price that's £13 less than Apple's suggested retail price.
There's no strings attached to the offer except for the fact that you will need to pay for the delivery, which is free at Apple Store.
The supermarket is also selling other iPod devices for less than than Apple. The iPod Shuffle for example costs £2 less at Asda and the 16GB iPod Nano, £3 less; note that not every iPod are listed at Asda.
The new iPod Touch, which was released at the beginning of September, comes with the iPhone 4's Retina Display (without the IPS technology), A4 CPU and is available either in 8GB, 32GB or 64GB models.
Also on the feature list is a pair of front and back-facing cameras with 720p video capture, Wi-Fi, Bluetooth, Ambient light sensor, gyroscope, and accelerometer, iOS 4.1 software and Game Center.