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UPDATE- October 21st: PlayStation Europe has announced that the PS4 price will also be reduced in Europe and Australia starting today. The price is now €349.99/£299.99 (RRP). Note: pricing may vary be region. Check with retailers for exact price.

*New RRP in the following markets (new price is not limited to these countries): Benelux, France, Ireland, Italy, Portugal, Spain €349.99. Australia $479.95. New Zealand $569.95. UK £299.99. Austria and Germany €349.95. United Arab Emirates AED1399.

Original Story:

Sony has announced that the PlayStation 4 will be available at a brand new price of $349.99 in the U.S.

 If you haven’t made the jump yet, and you’re starting early on your holiday wish list, I have good news – we’re dropping the price of the PlayStation 4 system in the U.S. and Canada. Starting tomorrow, October 9, you’ll be able to pick up PS4 starting at the new price of $349.99 USD / $429.99 CAD (MSRP). Our goal at PlayStation has always been to provide the best gameplay experiences at the best value, and we feel this new compelling price will open the doors to even more gamers that have yet to purchase a system.

With this new price, Sony has also announced that the Call of Duty: Black Ops 3 1TB Limited Edition PS4 will now be $429.99 instead of $449.99. If you already preordered, check with your retailer about the price change starting October 9.

If you’re interested in picking up a PS4 this holiday season, this is the new pricing structure for all the bundles: 

This new starting price point of $349 now matches the Xbox One’s price, which has been available for $349 since January of this year.