Pricing rumours suggest that Samsung's [uuid=54d122d7-c8e6-407d-86dd-565f0b5334b3]Apple's iPhone 5.
The Korean firm has launched a contest to win the phones in the US - and the terms and conditions mention that the handset has an approximate value of $579 (£383).
This has been taken by GSMArena - which spotted the price - to signify the pricing strategy for the phone.
Sales tax would then have to be added according to which state the buyer was in, but the New York tax inclusive price has been calculated at £407 by CNET.
This compares favourably to Apple's iPhone 5 - which costs £429 in New York before taxes are added.
Meanwhile Italian website Android Chaotic claims to have seen a leaked document pegging the price of the S4 at £513 in Europe.
The iPhone 5 starts at £529 - and goes all the way up to £699.