Disruptive technology is by definition the kind of technology that makes products based on existing technologies obsolete in a very short time (like over one night).

Disruptive technology is every companies dream. In the past 20 years this term has finally reached the masses - it became a fancy buzz words (much like eco$i$tem is becoming now), and therefore it makes sense for a company with sufficient marketing resources to announce such technology for marketing reasons, because it promotes the company as technology leader (why buy Apple when it is Nokia that is the technology leader? Apple is not cool enough anymore).