Mobilephonedirect originally listed the SIM Free version of the Samsung Galaxy S4 smartphone for £529.99 but it is now available for £574.99 from the same retailer while another popular retailer, Expansys, lists it for £589.99.
Phones4U lists it for £599.95, its archrival, Carphone Warehouse, has it on offer for £589.95 (note that this is a massive price drop compared to the £630 it was charging only a few days ago) and Amazon for £589.99.
In comparison, the Samsung Galaxy S3 started life with a suggested retail price of around £530 while the Apple iPhone 5 still costs £529.
Despite the big price difference, the cheapest price of the Galaxy S4 on a monthly contract (at the time of writing, without an upfront fee and from Carphone Warehouse) is similar to the competition. The HTC One is free from £36, the iPhone 5, from £33 and the Sony Xperia Z from £32.
This leads us to believe that Samsung and its partners are deliberately pushing the price of the SIM free version smartphone to encourage people to switch to more lucrative contracts and also to fend off any attempts to generate a grey export market.
Check out our ongoing coverage of the Samsung Galaxy S4, from the very beginning until the launch (and beyond), including the rumours, the rehashed reports, the disappointments and the expectations. You can also read our hands-on of the Galaxy S4 here.