We make choices based on emotion and feelings can change on a whim. The best brands understand this as a science and if bonded closely with its customer base, can successfully influence its purchasing choices.

So the marketing team in charge of Apple Music may want to huddle up after a report on brand intimacy released today saw the music streaming service drop from its No. 1 spot from last year to No. 5.

Apple and its fans still share a strong bond. But has the iPhone maker lost some of its touch?

Apple, named the top company for brand intimacy three years in a row, fell to second place to another brand known for tugging at the heartstrings of consumers, Disney.

In just 24 hours, Apple went from being ho-hum in charisma to number one in brand intimacy.

What sounds like fickle middle school popularity are actual rankings based on research, data and scientific surveys of, well, fickle people.

Apple ended its workweek ranked first for brand intimacy among millennials, according to a report MBLM, a marketing firm that specializes in helping brands form said connection. Apple as a brand must have worked hard on itself over the last year because it beat out Netflix, which was tops among millennials last year.

Apple co-founder Steve Jobs’ uncompromising demands and brutal assessments of products in development paint a picture of a CEO who cared little about his colleagues’ feelings.

That’s because he was obsessed with yours.

A report published this week points to this and shows what is arguably the most brilliant and enduring part of his legacy.

Apple Watch usage is dropping off as the novelty factors fades away, according to a new study. While Apple’s wearable has found a place in many owners’ gadget ecosystems, the device is still viewed as distinctly nonessential.

However, the new report includes a list of users’ desired features for Apple Watch 2 — and many of them are things Apple is supposedly working on already.