The new LG Nexus phone sold out within 30 minutes of appearing on Google's Play store in the UK this morning.
The phone, an Android 'flagship' which offers a 'pure' version of the operating system, is £239 for an 8GB model.
Apple's cheapest iPhone 5 is £529.
Both models, including the £279 16GB model went from 'Buy' to 'Notify Me' within half an hour, according to tech site The Register.
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"It's not beyond the bounds of possibility that the initial Nexus 4 UK allocation - or that of any other recently released device - was pegged to ensure it would be sold quickly," said the site.
Google recently introduced new models of its Nexus 7 tablet, and a Nexus 10 made by Samsung.
Prices start at £159 for the Nexus 7 16GB, at £319 for the Nexus 10 16GB, and at £239 for the Nexus 4 8GB.
The search giant also recently launched its music store on Google Play in the UK.