Apple's disruption is not the hardware, the software, or the integration of the two.

Apple's disruption is spending several hundreds of billions of dollars on marketing to tell people what they could do with the hardware and software.

Androids, Windows Mobile, Blackberry could do everything the iPhone could do, and usually faster, cheaper, and better. But they never told anyone how to do all the cool stuff, or even that the cool stuff was possible. Which is a shame, because most people actually credit Apple with inventing the smartphone, more than a decade after smartphones hit the market.