So it is a phone since they call it a phone. :)
That would qualify as calling it a phone. Better still would be "Jolla is a smart phone", dispensing with 28 unnecessary words.
Hopefully somebody at their end has the homepage up in an editor and can make the fix.
I've often been wrong when I wondered that about a product, for this once I genuinely would like to know if there's an answer to the question. Why a new phone called Jolla?
We'll notify you when Jolla is available to order... [?]
It's entirely possible to interpret the blurb as saying that Jolla is some kind of framework running on an OS called Sailfish, which adds Android compatibility and a gesture-based UI.