But Uber and similar services are not true disruptive innovations. Uber didn't start from a low-end foothold or a new-market foothold. When it launched in San Francisco, its customers were already using taxis, so it didn't exactly target nonconsumers.

Is Uber disruptive or sustaining?

But Uber, true to its nature as a sustaining innovation, has focused on expanding its network and functionality in ways that make it better than traditional taxis. Apple, on the other hand, has followed a disruptive path by building its ecosystem of app developers so as to make the iPhone more like a personal computer.

How is Uber disrupted?

Uber has disrupted the industry by offering something that's cheaper, easier and modernized. As opposed to hailing a taxi from the sidewalk, fumbling through your pockets for a few dollar bills, and then debating over how much to tip, you simply press a button on an app.