They are telling us point blank that it won't increase their profit margins, probably because those are the numbers of price versus cost.
Not sure why you would think it's disingenuous, what motivations and what numbers did you have in mind?
They may even be reducing their profit margins due to new costs of parts, manufacturing, distribution and marketing. All we know is that the profit margins won't be increasing versus the old model.
Also, it may be advantageous for them to announce an increased profit margin to investors, so I'm not sure what's disingenuous.
Also, with the chip shortages, it is possible manufacturers are charging more for some parts than they used to because they are in such demand.