Disruptive innovation has been described in the literature as a force that sweeps aside existing technology and business models. This paper presents a case study that aims to understand the disruptive nature of digital innovation. It questions how and why digital innovation comes to have (or not) a disruptive effect. It describes a case study of App and mobile innovation and offer preliminary findings of the case. It argues that digital innovation based on App and mobile technology development could offer a different model of disruption than has been discussed in traditional literature on disruptive innovation that is largely based on manufacturing.