Microsoft drops price of Xbox One again

For the fourth time since launch, Microsoft has lowered the price of the Xbox One in the UK. Over on the Xbox Store, Microsoft is advertising a new, lower price point of £299.99 for the system, which was previously listed at £329.99.

It's worth noting that Microsoft has labeled this new price as a "retailer promotion" and not an official price cut, although they said the same thing back in September during the last price drop.

"This is a UK-only retail promotion and offers great value for fans looking to buy an Xbox One ahead of the launch of 2015's highly-anticipated games like The Witcher 3: Wild Hunt, Metal Gear Solid 5: The Phantom Pain and Batman: Arkham Knight, along with Xbox exclusives such as Rise of the Tomb Raider, Forza Motorsport 6 and Halo 5: Guardians," a Microsoft spokesperson confirmed to Eurogamer.

When the Xbox One launched in November 2013, it was priced at £429.99 and came bundled with the Kinect and a free copy of FIFA 15. Shortly after Christmas and just ahead of Titanfall's release, Microsoft again lowered the price to £399.99. In May 2014, the Xbox One became even cheaper when Microsoft announced the Kinect-free bundle for £349.99. Then, last September, Microsoft cut the Xbox One's price to £329.99 ahead of the release of Halo: The Master Chief Collection, Sunset Overdrive, and Forza Horizon 2.

If the price cuts continue, we're looking at some serious holiday discounts this year.