A product can be innovative without being disruptive: take the case of Apple's latest iPhone 6S release. 

With such new features as 4K video and 3D touch, this is a great example of a "sustaining innovation," as it builds upon pre-existing value networks and markets. 

People often refer to the iPhone as being “disruptive” – and they’re right – if they’re referring to the 2007 first generation release, which delivered laptop-type functionality for a fraction of the price. Since then, Apple has effectively “moved up” the value curve with sustaining innovations that continue to build higher levels of functionality.

The best iPhone ever isn't necessarily the best phone http://t.co/zSEiYI1NGx pic.twitter.com/BJSnmr8nQW

— WIRED (@WIRED) October 5, 2015

So, is the Apple iPhone innovative? Of course. But that doesn’t mean it’s still disruptive.

To learn more about disruption versus innovation, check out HBX Disruptive Strategy.