"Apple is in the process of disrupting itself right now .... Most companies cannot bring themselves to make decisions that result in the market for their existing core products being completely destroyed".

First of all, I'm pretty sure the notebook market is not being completely destroyed by tablets. Yeah, tablets are blowing up, and yeah, notebook sales are probably taking a hit, but lets be real. This claim is grossly exaggerated to the point that it is just not true. The notebook market has not been destroyed.

And disrupting itself? Really? Identifying a new product that has the potential to be hugely successful and profitable while possibly taking a small slice out the sales of an existing product means Apple is disrupting itself? Another word to describe this is 'innovation'. And anyway, I'm not even sure iPads are hurting Apple's notebook sales. I haven't done my research, but I've heard that it may in fact be the other way around - that the Macbook Air is hurting iPad sales.

Seems like the author just picked up the latest buzzword, and he's a bit fuzzy on what it really means. Apple is undoubtedly innovative and fantastic at what they do, but please stop fluffing up disruptive.