Yes, although it is all basic supply and demand. Don't expect a deal much under MSRP for a TRD Pro. You will get some negotiation with a TRD Off-Road depending on your location and allocation. There is usually room to negotiate on Sr5 and Limited models, just because they make more of them. Check TrueCar.com, Edmunds.com and Costco (if you're a member) for internet pricing. I have found better success negotiating with internet sales people on my past few cars over the on the lot sales people as the usually make commission based on total units sold. Use the above websites for price quotes as a base for negotiations and then start shopping using them to get some competition between dealers.
Oh and be sure you test-drive...a lot. The 4Runner is not for everyone and most disgruntled owners are ones that didn't know enough about what they are buying. It is a BOF SUV with moderate power, a older but tried and true transmission and a stock suspension that is a compromise between on-road comfort and off-road capability (but has as good a reliability record as you'll find in a modern vehicle). It truly is the ultimate compromise vehicle. Not the best at any one thing but really good at a lot of different things. If you know what you're getting into and that is exactly what you're looking you'll love this vehicle.
Good luck with your search!