Just went into Tesco Extra store in Cradley Heath, West Mids and bought Apple Ipad Air 16gb in silver for £223. Brand new and in a sealed box. Saw this yesterday but couldnt buy as i was getting an early train. Went into store today and asked one of the assistants to check the price and this is exactly what i saw yesterday on display. Probably store specific and hopefully not a wild goose chase. But its up to you!