They're still pretty expensive. Around £40 per month on contract or about £600 if you want to buy one on Pay as You Go from a service provider, but you can get them a bit cheaper if you look around. You can get them on eBay brand new for around £400 so I'm tempted to do that. They're being released officially sometime next month over here so I might wait and see if there's any good deals.
The red one looks great. I've been switching between Apple and Android for a few years now - currently using an iPhone 5S but starting to regret the choice given the limited screen size in comparison to say the Samsung and HTC phones.
Tempted to sell my iPhone 5S and get a 4G enabled HTC - though perhaps the premium may put me off.