Suppose you have a 6 months lead time to order volumes of parts for a new product launch. 4 months before the launch you see a new use case developing that's going to dramatically boost demand at launch.

Even though you saw this coming 4 months before the launch, at the launch time itself you're still caught off guard. Demand is still dramatically higher than your capacity to meet it, and that's still going to be true for at least another few months, and there is nothing you can do about that. What you can do, you did 4 months ago to increase parts orders, but you're still caught flat footed right now.

For a company like Sony, you would say they failed to meet demand.

Under Apple's reality distortion you instead must say that they were surprised by the demand.