After Steve: How Apple Became a Trillion-Dollar Company and Lost Its Soul

I think saying that Apple lost its "soul" is misleading and over-dramatic. After all Jobs had worked with Cooks for years so he knew the man's strengths and he gave him the best possible advice a successor could ever receive: DON'T ASK YOURSELF WHAT I WOULD HAVE DONE.
Cook not being a creative person the way Jobs had been has reshaped the company to his image in accordance with the advice he received.
Yes, Apple has not innovated much since Jobs, but they haven't been sitting on their golden laurels either! So for me it's more about adaptation than the loss of a soul.

The "lost its soul" subtitle is just plain silly, and not really backed up by anything in the book. The part well documents the Jobs-era successes of Apple, and the part Jonny Ive played in it. After that the book talks about Tim Cooks ascendance, and apparently is the "lost its soul part." There's too much here that is the canonization of Ives. But, jeez, the guy though an Apple Watch that was going to be a fashion accessory was a thing; I can't imagine a series 1 Apple Watch that cost thousands would ever succeed. The story is less interesting as it goes on, becomes business deals, politics, etc., but how many iPods, iPhones, watches are there to invent?

Presenting Apple as the contrast between industrial design and cost control. Jonny I’ve is presented as the creative soul of Apple that Tim Cook didn’t appreciate or know how to foster.
Certainly things that have been the foundation of Apple’s success. Design sensitivity certainly helped but there devices just worked better for a long time.
The MacBook Pro redesigned keyboard is certainly an example of investing too much on thinner and lighter.
Who can guess apple’s future.