Supermarket giant Tesco said that the firm will not fulfil orders for the new iPad 3 for just £50 following an online blunder.
When the retailer had offered up the new Apple tablet for a fraction of the usual asking price, a few punters tried their luck but Tesco was having none of it.
"We always look to offer our customers unbeatable value but unfortunately this was due to an IT error, which has now been corrected," Tesco said in an announcement.
"Most of our customers realised that this was an obvious mistake but we apologise for any inconvenience caused," Tesco added.
To be fair, Tesco Direct's T&Cs are pretty clear about mispriced items: "If, by mistake, we have under priced an item, we will not be liable to supply that item to you at the stated price, provided that we notify you before we despatch the item to you."
The retailer seems to have taken down the iPad 3 page completely, leaving just the former iPad 2 page. A 16GB Wi-Fi iPad 2 can be had for £329.