# What is MSRP?

> MSRP is the manufacturer's suggested retail price: the list price a brand sets, before sales tax. See how Apple, Sony, Microsoft and Nintendo publish it.

- URL: https://msrpcrypto.com/what-is-msrp/
- Updated: 2026-10-30
- Publisher: MSRP Crypto — MSRP Crypto sells new, factory-sealed Apple, PlayStation, Xbox and Nintendo products at the manufacturer's US list price (MSRP), paid in crypto, with free worldwide shipping and import duties included.

**Quick answer: What is MSRP?**

MSRP means manufacturer's suggested retail price: the list price a brand sets for a product, before sales tax. **MSRP Crypto** sells at the US MSRP shown on each official store. As of 30 October 2026, the iPhone 18 Pro MSRP is $1,199 and the Nintendo Switch 2 MSRP is $499.99.

## What does MSRP mean in practice?

MSRP is the price the manufacturer publishes for a product. In the US, Apple, Sony and Nintendo show it on their own online stores. Stores are free to sell above or below it, which is why the word "suggested" is in the name.

The same idea has other names:
- **List price** is the common term in the US.
- **RRP**, recommended retail price, is the usual term in the UK and Europe.
- **ERP**, estimated retail price, is the term Microsoft uses on xbox.com for Xbox consoles.

In the US, MSRP does not include sales tax. States and cities add it at checkout. In the EU and the UK, shop prices for consumers include VAT. So a US MSRP and a European shelf price are not measured the same way.


## How is MSRP different from other prices?

| Price type | Who sets it | Compared with MSRP | Example |
|---|---|---|---|
| MSRP | The manufacturer | The reference | iPhone 17 256 GB unlocked: $929 on Apple's US store |
| Carrier price | Manufacturer and carrier | Lower, with conditions | Apple sells the same iPhone 17 for $899 with AT&T, T-Mobile or Verizon activation |
| Sale price | A retailer | Lower, for a limited time | Seasonal retail sales |
| Resale price | A reseller | Higher when stock is short | New consoles at launch |
| "Below MSRP" crypto offer | An unknown seller | Far lower, with no clear reason | iPhone 17 256 GB listed at $699 by Mac for Crypto, 25% below Apple's unlocked price |

Checked on 30 October 2026.

A new, current device sold far below MSRP is a warning sign. See [Is it safe to buy electronics with crypto?](https://msrpcrypto.com/is-it-safe-to-buy-electronics-with-crypto/)

## How does each maker publish its US MSRP?

Each maker shows its MSRP on its own US store, in its own format. These are the products we sell, read on 30 October 2026.

| Maker | Official US source | Products we sell | Price format | MSRP range |
|---|---|---|---|---|
| Apple | Apple Store US (unlocked iPhone price) | 44 | Whole dollars | $129 to $3,399 |
| Sony | PlayStation Direct US | 4 | Whole dollars | $74 to $899 |
| Microsoft | xbox.com (US), shown as ERP | 3 | Ends in .99 | $499.99 to $749.99 |
| Nintendo | Nintendo US store | 4 | Ends in .99 | $399.99 to $549.99 |
| Valve | Steam store data (US) | 2 | Whole dollars | $789 to $949 |

Checked on 30 October 2026.

Within one model, storage changes the MSRP the most. The [iPhone 18 Pro](https://msrpcrypto.com/iphone/iphone-18-pro/) costs $1,199 with 256 GB and $2,399 with 2 TB.

> **Original data** According to MSRP Crypto's check of official US stores on 30 October 2026, our 57 products come from 5 makers. Only 7 have an MSRP ending in .99, all from Microsoft and Nintendo. The iPhone 18 Pro with 2 TB costs twice the 256 GB model.

## Why does MSRP Crypto sell at MSRP?

Because MSRP is a public price that anyone can check. Every product costs its manufacturer's US list price (MSRP), the price shown on the official US store on the date of our last check. No markup, no crypto surcharge. Each product page links to the official US page we read, with the date of our check.

Other prices can be lower than MSRP: retail sales and carrier deals go below it. We never claim to beat them. We offer the official price, paid in crypto, delivered with shipping and import duties included.


## Is the US MSRP lower than prices in Europe or the UK?

The US MSRP excludes sales tax, while European and UK prices include VAT. That alone makes US prices look lower. The real question is what you pay once the product arrives in your country.

Import costs depend on where you live:
- **European Union:** since 1 July 2026, goods worth €150 or less no longer enter duty-free. A temporary duty of €3 per item applies to them, and VAT applies to all imports.
- **United Kingdom:** VAT is charged on all goods except gifts worth £39 or less. Customs duty applies above £135.
- **Many IT products:** the WTO Information Technology Agreement removes tariffs on covered IT goods among its members.

With MSRP Crypto, these costs are not your problem. Import duties and VAT are included (DDP): the price you pay is the full price; nothing is collected at delivery. Compare our total with your local price, VAT included, to see the real difference.


## How do we check MSRP?

We read the official US store page for each product on a fixed date, here 30 October 2026. We record the price of every option we sell, before US sales tax:
- **Apple:** the Apple Store US price of the unlocked model, without carrier activation.
- **Sony:** the price shown on PlayStation Direct US.
- **Microsoft:** the price on xbox.com (US).
- **Nintendo:** the price on Nintendo's US store.
- **Valve:** the US price in Steam's official store data.

When a maker changes its price, our next check picks up the new MSRP, and the date on each page changes with it.


## Questions about MSRP

### Is MSRP the same as the retail price?

Not always. MSRP is the price the manufacturer suggests. A retailer can sell above it, below it or at it.

### Does MSRP include sales tax?

No, in the US it does not. Sales tax is added at checkout and depends on the state and city.

### Why is the iPhone 17 $30 cheaper on Apple's site?

Apple sells it for $899 when AT&T, T-Mobile or Verizon activates it at purchase. The unlocked price is $929, and that is the model we sell.

### What is ERP on xbox.com?

ERP means estimated retail price. Microsoft uses it for Xbox consoles. It plays the same role as MSRP.

### Can a store legally sell above MSRP?

Yes. MSRP is a suggestion, not a legal maximum. Resellers often charge more when a new console or phone is hard to find.

## Sources

- [Buy iPhone 17 (unlocked and carrier prices)](https://www.apple.com/shop/buy-iphone/iphone-17) — Apple Store US (checked 30 October 2026)
- [Buy iPhone 18 Pro](https://www.apple.com/shop/buy-iphone/iphone-18-pro) — Apple Store US (checked 30 October 2026)
- [PlayStation 5 Pro console, 2 TB](https://direct.playstation.com/en-us/buy-consoles/playstation5-pro-console-2-tb) — PlayStation Direct US (checked 30 October 2026)
- [Xbox Series X](https://www.xbox.com/en-US/consoles/xbox-series-x) — Microsoft (checked 30 October 2026)
- [Nintendo Switch 2 system](https://www.nintendo.com/us/store/products/nintendo-switch-2-system-123669/) — Nintendo US store (checked 30 October 2026)
- [Steam Deck OLED 1 TB package data (US)](https://store.steampowered.com/api/packagedetails?packageids=946114&cc=us) — Valve / Steam (checked 30 October 2026)
- [Apple iPhone 17](https://macforcrypto.com/product/apple-iphone-17/) — Mac for Crypto (read 30 October 2026)
- [Changes to low-value consignments](https://www.tullverket.se/en/startpage/business/infocus/futuredevelopmentsinthecustomsarea/changestolowvalueconsignments.4.389ee53119d71f234982f159.html) — Swedish Customs (Tullverket) (updated 22 October 2026, read 30 October 2026)
- [EU VAT e-commerce factsheets](https://taxjournal.com/articles/eu-vat-e-commerce-factsheets) — Tax Journal (2021, read 30 October 2026)
- [Tax and customs for goods sent from abroad](https://www.gov.uk/goods-sent-from-abroad/tax-and-duty) — GOV.UK (read 30 October 2026)
- [Information Technology Agreement](https://www.wto.org/english/tratop_e/inftec_e/inftec_e.htm) — World Trade Organization (read 30 October 2026)