Juventus let slip a two-goal lead, while Paulo Dybala also had a late penalty saved in a 2-2 draw with Atalanta.
The hosts hadn't beaten Juventus in more than 16 years and that run looked set to continue when Max Allegri's men scored two goals in three first-half minutes.
Blaise Matuidi's effort was parried by Etrit Berisha but Federico Bernardeschi netted the rebound.
The young Italy forward then turned provider with a through-ball for Gonzalo Higuain, who held off Leonardo Spinazzola and thumped it into the net.
Atalanta got back into the match in the 31st minute as Gianluigi Buffon couldn't hold Papu Gomez's free kick and Mattia Caldara -- who is owned by Juventus -- turned in the rebound.
Mario Mandzukic thought he had extended Juve's lead in the second half but his headed goal was ruled out on video review for a foul by Stephan Lichtsteiner.
And Atalanta leveled 10 minutes later when Bryan Cristante headed Gomez's cross into the top-left corner.
Juventus had a chance to restore their lead when the referee awarded a penalty on video review after Dybala's free kick hit Andrea Petagna on the shoulder.
Berisha saved the Argentina forward's spot kick to preserve a point for Atalanta that sees Juve's perfect start to the season end and keep them two points behind leaders Napoli in the table.