Smart phones, Digital Cameras, Electric Cars, self-driving cars etc. All these innovations have disrupted industries and yet they are not what you would call cost cutting innovations. Instead they solve problems for Customers who in turn pay a premium for them.
Eventually these paradigm shifting innovations become “affordable” in their later stages but my point is, “Think about solving the Customer’s problem and they will pay you a premium, later you can make the same product or service available for segments that originally were not your focus”
You don’t have to go “cheap” to disrupt an industry, focus on adding value to the user and customer.