Apple Music is losing the war to Spotify, because Apple forgot that success comes from challenging convention not challenging competitors. Spotify is the category leader in paid streaming music, and Apple Music is just an also ran service.
Small letdowns erode a brand. It’s like making withdrawals from the trust bank. Telus letdown its customers with the iPhone 6s launch. Customers who pre-ordered their phones did not receive them on launch day. It was a small letdown that had a lasting impact.
There is a tension between purpose and growth. Volkswagen lost sight of its purpose in its pursuit of growth, and its brand is in a crisis.