NEW YORK ( TheStreet) -- Amazon ( AMZN) reports after the close Thursday and with apologies to the media: You can't predict a Kindle disappointment without at least referencing Apple ( AAPL). You remember Apple, right? Many analysts look into the crystal balls and spoke to suppliers and consulted star charts for all we know, emerging with the conviction that the iPhone would disappoint. Apple reported jaw-droppingly good earnings and the rest is Monday afternoon history. Most of the media, though, does not factor in history -- even such recent history. Look at Marketwatch, which went a typical route in looking forward to this afternoon's Kindle results: "Among the wild cards for the period is the company's line of Kindle devices, including e-readers and a tablet. While Amazon does not disclose specifics on device sales, some analysts have noted signs of slowing demand for the products." Even without a good bead on possible Kindle results, it is difficult -- if not a touch reckless -- to trumpet the same vague "signs of slowing demand" without at least referencing the fact that those signs were, just three days ago, pointing the wrong way. Is this a product of herd thought? Does it say something specifically about the way hand-held computers sell? At this point, answers are pure conjecture. But, after Apple's iPhone performance revealed back on Monday, you have to at least question today's dark assumptions for the Kindle.