Imagine the embedded device or mobile app connects to a
https://api.example.com/... and so does their web app. They need to use a new certificate for api.example.com, signed by a different CA root, because when Chrome tries to run the web app it won't trust the old certificate, nor a new cert signed by the old root. So they get a new cert signed by a different root so Chrome works, but then the embedded or mobile apps stop working.
In this case the story is more complicated - I think new certificates signed by existing Symantec CA roots would be trusted if their duration is 90 days or less. Historically, most CAs offered one, two, or three year duration. Presumably, the "big customers" would not accept the need to rotate their certificates for this purpose in less than 90 days, they need their 3 years because it takes over 90 days to get something through their bureaucracy. And presumably there are other things they can't do in 90 days, like update an embedded device configuration or firmware, or a mobile app.
Of course it depends on the particulars, but of course these "big customers" can't figure any particulars out in 90 days. But that's why Google proposed a slow sliding scale that would gradually reduce the max duration allowed over the course of a year, so random unknown stuff breaks more gradually throughout the year, not in one huge event like Symantec's blog post suggests.