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Below I’ve provided some more recent examples of so-called Disruptors that
are NOT examples of disruptive innovation. For example, Uber started at the top of the market targeting a more affluent segment of iPhone and Android users. Is an Uber ride often cheaper than a taxi? Yes, but its target segment is not simply price-conscious buyers—Uber is locking you into their platform. Most Uber riders would undoubtedly still prefer Uber’s service to a taxi even if the service charged an equivalent price for the same journey. This was hardly a long slog from the barely-can-afford-a-car cohort to 5th Avenue like the journey made by Japanese automakers. Similarly, the fashion website Gilt aimed for the consumer of high-end luxury brands. Although admittedly, its flash sales attracted price-sensitive buyers, but hardly the same segment that buys clothes from Walmart. By definition—and this is key—by definition, Uber and Gilt are NOT examples of disruptive innovation. That doesn’t mean they did not innovate—it simply means their kind of innovation is not disruptive of incumbents.
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Source : https://www.huffingtonpost.com/entry/disruption-heresy-lessons-from-uber-gilt-the-federal_us_5a04fdc5e4b0cc46c52e6953