Indeed you are correct, I'm not using the term VAT correctly. But here in New York you still have to go through three layers of sales taxes to acquire your MacB

Indeed you are correct, I'm not using the term VAT correctly. But here in New York you still have to go through three layers of sales taxes to acquire your MacBook Air: New York City local sales and use tax rate of 4.5%, New York State sales and use tax rate of 4%, and Metropolitan Commuter Transportation District surcharge of 0.375% My main point was that it makes little sense to compare prices US prices without sales tax to EU prices with the VAT included. The second -more subtle- point that I wanted to get into but was really only skimming, is that the very meaning of the price on a sticker is vastly different in the EU and in US. In the EU if you write 1,350 EUR on a sticker, anyone can walk in your store and buy that product at that price without paying a eurocent more. No handling fees, service fees, sales tax or any other obscure hidden tax. This is the law. Sticker price is final price. If it's not on the sticker the merchant has to pay for it. It's quite a shock when you first walk in a store in New York City while visiting from France and the price asked at checkout is not the one written on the sticker. The law is the same for online sales, though shipping costs don't have to be included. Ridiculous $30 dollars "handling fees" or "service fees" on $50 tickets that you print at home, added at the very end of the lengthy checkout process, are to my knowledge completely forbidden. I'll be happy (in fact I'll be sad) to be corrected if I am wrong about that.