Google has slashed the price of its Nexus 4 Android smartphone by £80 across the range.
Google claims that the price cut is applicable to the UK, US, Australia, Canada, Korea, Germany and Spain, and that it represents a drop of at least 25 percent.
Already probably the best-value smartphone on the market, the Google Nexus 4 now represents something of a steal just two weeks ahead of the expected launch of Apple's budget iPhone 5C.
Coincidence? Probably not.
Of course, it's traditionally around this time of year that thoughts start to turn to the next generation of Google-approved smartphone. The Nexus 4 itself launched in November 2012, while the Galaxy Nexus was released the previous November.
We'd be very surprised if a Google Nexus 5 didn't show itself over the next three months, which would make today's price cuts an exercise in stock clearance if nothing else.
The most recent rumours suggest that LG will once again be tasked with building the new Nexus phone. Many believe that it will bear certain similarities to the Korean company's own recently announced LG G2, with a similar 5.2-inch 1080p edge-to-edge display.
However, the design could be a little closer to the Nexus 4, with a plastic body and glass rear panel.
Next, read our Google Nexus 5 rumour round-up.