I think "price" is an imprecise term that could refer to the pre-tax/tariff amount or the post-tax/tariff amount. It would include shipping, if there is no other way to get the device (as is the case here).

But regardless, they're not saying they would increase the "price" (whatever that means), but just that if the tariff situation changes, then the customer will need to pay the additional tariff. This is the same as what would happen if a state increased the sales tax rate and they had to collect and remit additional sales tax. It just so happens that it's unlikely any state is going to sharply increase its sales tax in the next year, but there's a decent chance the tariff rate will jump. If the sales tax went up, I wouldn't consider that to be the company raising the price. Same for tariffs, in my book.

The difference between sales tax and a tariff is that the consumer pays the sales tax while the importer pays the tariff. In other words, I'm not presented with a "price + taxes + tariff." I'm presented with a "price + taxes" where the price is supposed to bake in the seller's costs (which may include tariffs) and a margin of profit. Likewise, if the price increases to allow for additional tariffs, I will also pay more in taxes.

And then you've got VAT, which yes it's the consumer's money that's going to paying it, but the headline price for consumers is the VAT inclusive price and the retailer (or importer, who may sometimes be a consumer) is responsible for paying.

Which means that in high-profile cases where the VAT rate is disputed, it's the retailer who is on the hook for the disputed amount. Recent examples being Greggs (a baker, who won their case, so no tax payable) and Uber (where I'm not actually sure whether it's finalised yet? But if they end up needing to pay VAT then it's going to be expensive).