Partly what you say is true. But I'd say iTunes (music store) was disruptive. It changed how the music industry operated. The iphone changed how we 'use' pho

Partly what you say is true. But I'd say iTunes (music store) was disruptive. It changed how the music industry operated. The iphone changed how we 'use' phones more than it changed the 'phone industry'. In fact, on writing that, I think that captures what Apple does best, it 'disrupts' how people perceive and use a product, that may in-turn distrupt an industry, but that is a consequence, not the goal (for Apple).