But the actual news is even better. Sprint is slashing the Pre's price in half to $99, but only until Oct. 31. The $100 service credit will be applied to new customers' accounts within three invoices, according to the fine print on Sprint's website.

What does it all mean? For consumers who've been mulling a move to the Pre, the half-off discount is a strong motivation to make the leap. Smartphone service plans remain pricey -- the cheapest Pre plan starts at $70 a month -- but Sprint's fees are in line with those of its leading competitors, including , the U.S. exclusive carrier of the .

Sprint's Pre sale could also be a preemptive strike against , which plans to offer the Pre in early 2010. It's likely that Sprint, the number-three U.S. wireless carrier that's struggled since in 2005, is aggressively pursuing new customers before Verizon becomes a direct competitor in the Pre marketplace. And what better way to draw fence-sitters than with a blowout deal?

Another possibility is that sales of the Pre, which debuted in June, have been disappointing. According to a , Piper Jaffray analyst Chris Larsen believes the Pre discount could mean that Sprint is having trouble signing up new customers.

It's fair to say the Pre hasn't generated anything close to the rabid consumer enthusiasm that accompanied the debut of the iPhone in 2007. And some industry watchers blame Sprint for the Pre's tepid reception. That could change, however, as Verizon -- and ultimately other carriers -- begin to offer the phone. Personally, I think the Pre's an excellent handset that has been underappreciated thus far. A lower up-front price may be the push it needs to draw customers, particularly those who've heard of the iPhone but not the Pre.