Maplin UK has become the latest retailer to further cut the price of Xbox One consoles in the UK, marking the first time Microsoft's new box has been available for the same amount of money as a PS4.
The retail listing prices the console at £349.99, which is how much the PS4 has been retailing at since releasing in the UK on November 29 last year. It's worth noting this is not an official price cut by Microsoft, but rather an endeavor undertaken by Maplin.
Last month, we reported that Gamestop was selling the Titanfall bundle for just under £370, taking a further £30 off the console on top of Microsoft's UK price cut earlier in the week. Unsurprisingly, the bundle is now out of stock. It was then followed by Amazon UK offering a similarly priced, cheaper bundle.
It seems by officially reducing the price of Xbox One consoles in the UK, Microsoft has given license to retailers to follow suit.
While we don't know quite how well the Xbox One has been selling in the UK, Sony has stated that 1.5 PS4 consoles are being sold for every Xbox One. Global sales figures for the PS4 stand at 6 million last we heard, while we haven't had an update on Xbox One sales since January, when it was revealed 3 million units had been sold to consumers by the end of last year, though 3.9 million have been shipped to retailers.