$579 That's pretty damn aggressive Check out this article and they talk about it forbes article The ToS they refer to is here Terms of Service Here is the specific part So that should make it a hell of a lot more attractive to anyone buying at full retail. I knew something had to give if they were coming out with the Note 8 which is supposed to compete with the iPad mini (at $329) but also comes with a cellular radio. If that was priced around $349 it would be hard to justify a $649 or $699 price on the S4. Does this change your view on the phone? I'm personally still waiting for Motorola X and Note 3 to see what's out there this year, but the S4 just jumped out ahead of the competitors in my view.