Exactly this (when nitpicking the phrasing). Is putting the finished unit in the box "assembly" of the delivered product?

OTOH, I'm not sure how much it matters. Apple products are "designed in California" (which is a bit of a lie to begin with), and very much assembled overseas.

Of more interest is how few units they've pre-sold compared to mainstream phones. I wish them well, but I doubt they'll change history.