The list price of a product is the price listed on it, and it’s often the price that is recommended by the manufacturer, to the store that is selling it. Commonly, companies offer discounts off of the list price, which is why you might see the same products sold at different prices, by different stores. A new automobile has a list price, which is typically placed on a side window. But almost all consumers are able to bargain with an auto dealer to buy it at a lower price. In contrast, Apple products are sold at list price just about everywhere.