It's really hard for huge companies to disrupt themselves. You need a strong visionary leader like Reed Hastings or Steve Jobs to make it happen. When the decision making power is distributed and consensus is the operative selection metric the chances of radical change become almost nonexistent.
Did Apple under Jobs ever really "disrupt themselves?" I suppose the iPhone disrupted the iPod business, and the iPad cannibalizes Macs somewhat, and the original Mac was a semi-successful attempt to supplant the Apple II, but all of those, while innovative, were fairly logical extensions of their existing product lines.
The iPod and going from Apple-the-PC-company to Apple-the-gizmo-company could be considered one, but I think it's giving Jobs too much credit to claim he started development on an MP3 player because he knew in advance how wildly successful it and the products it spawned would be.
