> It would be interesting to understand how Whole Foods could not keep their customers for their premium products,

Most of WFs products, including premium products, are third-party non-exclusive commodities that any retailer can choose to carry if they want; also, WF was prosecuted (more than once, IIRC) for systematically fraudulently overcharging customers, which probably isn't a great way to win customer loyalty or fight the "whole paycheck" image.

Whole Foods and Apple are basically nothing alike.