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Apple is not competing with the record labels, so they can't disrupt them.

Labels are not going anywhere, artists need labels for various reasons. The function of labels is changing which is what is interesting. They labels are hesitant to change their model.

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The Model T didn't compete with buggy-whip makers, but disrupted them all the same.

Apple is indirectly competing with record labels and the services they once provided--promotion, distribution (iTunes), publicity (Ping).

But you're right, Apple isn't trying to be a one stop shop like a record label, Apple is only going after a piece--that is what record labels should be adjusting to. Record labels should try to differentiate and offer whatever services Apple isn't--marketing, advertising, studio space, etc.

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