Head over to online retailer Amazon if you want to grab the cheapest Samsung Galaxy S4 smartphone on the market yet. At £444.59, Amazon undercuts the recommended retail price for the handset by a whopping 29 per cent, that's a not-so-insignificant £185.36.
The device has only been unveiled three months ago and already it seems that it will be heading the £400 level faster than its predecessor, a sign perhaps that competition between the S4 and the iPhone 5 is heating up.
More importantly perhaps, it is piling pressure on the likes of the Xperia Z and the HTC One. The S4 comes with a 5in full HD Super AMOLED display, a quad-core Qualcomm Snapdragon 600 SoC clocked at 1.9GHz, 2GB of RAM, 16GB onboard storage, 4G LTE, a 13-megapixel rear camera and a front facing one (both of which can be used at the same time).
On top of that, Samsung has included an array of its own services and features including sound and shot (attaching audio to pictures), drama shot (a small clip), Group Play, Story Album, Samsung Hub, Translator, Chat On, Smart Pause, Smart Scroll, S Voice Drive, Air View/Air Gesture, S Health, WatchON etc. Check out our review of the Samsung Galaxy S4 smartphone here.