Every year, Samsung unveils its latest smartphones in January or February and when Black Friday is here, the company takes the opportunity to clear out its stock. This year, the offer on the Galaxy S24 Ultra is unprecedented and surpassing previous deals.

Previously marked down by no more than $420, the state-of-the-art Galaxy S24 Ultra is now on sale at an unprecedented $470 discount with 512GB storage as part of a new and improved Samsung Store Black Friday offer.

A more realistic device to swap, the Samsung Galaxy S21, is only priced at £240 ($304.05). In the U.S., Samsung will pay $650 for the same handset, almost double what U.K. shoppers are being offered.