HTC is making its flagship phone more affordable.

Starting today, through the end of the month, customers in the United States will be able to buy the HTC 10 for $599. That’s $100 off the phone’s starting price, which has been criticized for being too stingy compared to the competition.

HTC is also offering $100 in store credit valid towards purchases of accessories on HTC.com. Any HTC 10 buyer can take advantage of this promo – the only requirement is to provide a proof of purchase, regardless of the retailer or channel. You can use the credit to buy accessories for any device, excluding the Vive VR headset.

The reduced price is valid for the HTC 10 sold unlocked (compatible with AT&T and T-Mobile), as well as Verizon and Sprint units. Available in grey or silver, a maximum of four units can be purchased by one customer. All customers get free Uh-oh protection for one year.

There are two potential interpretations here. The benign one is that HTC is simply stoking the flames of HTC 10 sales with a sweet, limited-time promo. But it’s more likely that HTC is discounting the 10 because it has to, not because it wants to. According to the estimates of one analyst, HTC will only ship a paltry one million units this year. Even the company’s own figures suggest that the market’s response to the HTC 10 has been muted, despite the great reviews that the device has been garnering.