Microsoft has cut the price of Xbox One to $299 in the US - just two weeks ahead of E3. The console previously retailed for $349.
The $50 discount comes 14 days ahead of Microsoft's E3 press conference, where it's rumoured to be revealing multiple new hardware units, including a slimmer Xbox One and - potentially - a more powerful successor.
The slim console will release later this year, according to a report posted last week, and could ship with a larger 2TB hard drive, while the more powerful hardware (reportedly codenamed Scorpio) is alleged to be shipping in 2017.
The UK price for Xbox One remains around the £279 mark, although for that price Microsoft is currently offering a 1TB console with Forza Motorsport 6, Rise of the Tomb Raider, Halo 5 and a £25 gift card. It's been available for significantly cheaper than that at various retailers throughout the year.
PS4, meanwhile, which is also rumoured to be receiving a revision later this year, is still officially priced at $349.99.