When we think of sustainability, the first thought in the minds of many, is products within a category which are devised with a primary moral and social inclination. However, the giants who operate in sustainability are those who excel at business innovation and have indeed disrupted the market. Perfect case would be that of Tesla. On the other side exists the case of Kodak who were industry leaders but have slid off primarily because they ignored the more sustainable business model of digital photography and instead continued to be loyal to print and films leading to eventual downfall. Apple seems to have taken a huge slice off that industry through their i-Photo application.