We see this in the coevolution of predator and prey species, such as lions and gazelles. As lions became better hunters over the past several millions of years, they exerted selective pressure on the gazelles that they preyed upon, which had the effect of increasing the speed and elusiveness of future gazelles. This in turn made it harder for the lions to get a meal, turning them into victims of their own success. This phenomenon is often characterized as a biological arms race. An even more elaborate and illustrative example is found in the coevolution of bats and moths.
Bats use a form of sonar, known as echolocation, to locate moths to eat.
To accomplish this, bats emit very high-frequency sounds that bounce off moths and other insects, giving them an estimate of the prey's relative location. By itself, this form of navigation and target identification is an extremely impressive and creative feat of evolution. But moths have coevolved a defense in the form of a soft covering on their bodies and wings that absorbs the bat chirps. Bats, in turn, have evolved new chirp frequencies that can be used to identify moths' fuzzy coating. In response, the moths have enhanced their stealth technology and, furthermore, have come up with a jamming technique that involves emitting their own sounds to jam the bats' return signals.