Correct, but the Rabbit Hole goes deeper.
The company will only reduce margin if they expect to lose volume and if they expect that they can regain sufficient volume by reducing margin to make up for the loss in margin.
And the reduction in volume will only happen if there are alternatives for consumers, including the alternative to not buy.
When consumers need the tariffed good regardless of price, the company will not reduce margin.
(Yeah, it's complex math).
Long story short, someone else said it better, a tariff works well, with little impact on consumers, when there is a comparable non-tariffed alternative.
At the other end of that spectrum, i.e. an essential good with no non-tariffed alternative, the tariff cost is fully borne by consumers.
Finally, in the case of TSMC, their main product right now are the most advanced AI chips for which there is no US alternative. And US Big Tech needs volume that the US cannot produce.
Trump is basically taxing big tech.
You don't understand. This is tech tribal war.
"Big Tech" is Apple, Google, Microsoft, OpenAI and Meta. Companies which were fully allied with the Democrats, and which were king of the tech hill until now.
Musk, Thiel and Ellison (Tesla, Palantir and Oracle) are allied with Trump. Lets call them "Tech B".
Vance is doing code speak for: Tech B is gonna break Big Tech up and take top spot.
And Big Tech knows this, which is why they are scrambling to get into Trumps good graces and trying to get Trump on their side.
They have more money and influence right now and they are trying to leverage that to keep top spot.
And Trump is just letting the two teams bid up each other for his favour.