When Amazon announced the new Kindle product line and the $199 Kindle Fire - I declared that Amazon did more than introduce a disruptive product... they changed the non-iPad market with remarkably disrupitive pricing:
A week later, Apple announced the iPhone 4S. In my opinion, the most important part of the announcement is their new pricing: iPhones starting at $0.00, $99 and $199 (iPhone 3GS, iPhone 4 and iPhone 4S). That's more important than any feature because it opens Apple's market far wider than either the improved camera or Siri do. Furthermore, it makes them competitive with Android - who has been winning in large part due to pricing and network availability.