Retailer Target Corp. this week price cut Microsoft Corp.’s Xbox 360 4GB SKU to under $180 in a new hardware initiative.

This week, customers can purchase the Xbox 360 4GB SKU at $179.99, $20 off the $199.99 MSRP.

Microsoft in July recorded a 39 percent decline in Xbox 360 sales from the year prior to 1.1 million units in the fourth quarter. Xbox 360 hardware market share increased to 49 percent from 42 percent.

The Entertainment and Devices division, which includes the Xbox business, climbed 19.4 percent year-over-year to $292 million.

Microsoft cited a soft gaming market for the decline.

The Xbox 360 held as the top console for the 18th consecutive month in the U.S.

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