The veryKool store currently list 26 models available for purchase ranging in MSRP from $25 to $280. That comes out to an average price of about $100. However, since they are likely to sell a lot more lower priced models than higher priced models, the average MSRP for the units that were shipped is likely significantly below $100, especially considering the two highest priced models were launched in September and October. Therefore, would it be that surprising to see average MSRP of around $40 for units shipped? IFON/veryKool as the manufacturer will get only a part of the MSRP, while the distributors and physical stores(retailers) of course will also gets a big part of the MSRP. In conclusion, about $20/unit would make sense.
Now, imagine if sales picks up in the US where price/phone and margins are higher.