Less than a day after its launch, the HTC Desire has gone on sale at Play.com for only £459.99 SIM Free and including delivery.
The price, which is £40 less than at Expansys, shows that online retailers are ready to cut early in order to attract pre-orders.
The phone is expected to be launched on the 30th of October according to Play.com's page. The HTC Desire comes with a large 4.3-inch WVGA Super LCD capacitive touchscreen, the largest yet on a HTC handset.
It has a new 1Ghz Qualcomm processor with an updated graphics module, 768MB RAM - that's 50 per cent more than the HTC Desire, a 8-megapixel camera, 720p video recording, Android OS 2.2 with the new HTC Sense UI.
Interestingly, the HTC Desire HD is only £40 more expensive than the plain vanilla HTC Desire at Play, which suddenly makes the award-winning Android-handset slightly less attractive.
The HTC Desire HD will face some tough cookies; the Blackberry Torch 9800 will be available around the same period for roughly the same price as will Nokia's N8 handset with a record-beating 12-megapixel camera and a rock-bottom price.