Sony’s new Xperia Z5 Premium became the world’s first smartphone with a 4K display when it was unveiled at the IFA trade show on Wednesday, and if you live in the U.K., those extra pixels are going to cost you an eye-watering premium.

The full cost, if you want the Xperia Z5 Premium unlocked and off-contract, and you buy directly from Sony, is £699 (approx. $1,068). That’s £100 ($158) more than the regular Xperia Z5, which has a 5.2-inch 1080p display and costs £599 (approx. $915).

Even the smaller Xperia Z5 Compact is pricey at £549 (approx. $839), which makes it more expensive that flagships like the Galaxy S6, the LG G4, and the HTC One M9, which is powered by the same Snapdragon 810 processor, and boasts a sharper display.

As noted by Engadget, however, third-party retailers are already undercutting Sony’s own pricing., which has become one of the first to begin taking pre-orders for these devices, has priced the Xperia Z5 Premium at £629 (approx. $961), the Xperia Z5 at £525 (approx. $802), and the Xperia Z5 Compact at £429 (approx. $671).

Even these prices could make it difficult for Sony’s new handsets to compete against their rivals — especially more affordable options like those from Motorola and OnePlus — and that’s not an ideal situation for a company that’s struggling to sell smartphones.