Here we go again. Before bed (I’m writing this gone midnight, because I need help), I checked into the BBC and saw a slightly odd standfirst on the Apple Q2 earnings article:

Latest profits for the computer giant Apple beat most hopes with a 113% rise in iPhone sales—but iPad sales disappoint.

From what I can tell, iPad sales have been insanely swift over the past few months, but, no, there it was in grey and white (the BBC doesn’t like contrast in its text): the sales ‘disappoint’. Clicking through, there’s a little more detail:

Apple’s figures were not uniformly positive. It sold 4.69m iPad tablet computers in the quarter, below expectations.

Clearly, I’m an idiot, because 4.69 million iPads sold seems pretty damn good to me (and Apple commented: “We sold every iPad 2 we could make”). So whose expectations were these sales below? Our chums the analysts, of course—those happy campers who pull whatever figures they fancy out of their arses, and then yell at Apple for being rubbish when the company fails to match their pie-in-the-sky estimates.

If you care, CNN Money provided an exciting overview of analyst analysis (i.e. guesswork) regarding iPad sales. The range was from 8.8 million and bottomed out at 5 million. This is, presumably, why Apple selling 4.69 iPads is somehow ‘disappointing’ and ‘below expectations’, despite the fact any competitor selling anywhere near that many tablets in a quarter would be cause for a year-long celebration.

Update: it’s also worth noting that these are the exact same analysts that initially predicted doom and gloom for the iPad, suggesting Apple would sell about 17 in total, if it was lucky. As The Macalope said to me on Twitter:

Apple disappointed the analysts who suck at estimating.