I bought this book when it came out in July and have gone back and forth reading it. I’d read books on Silicon Valley before; the Apple eulogising Insanely Great by Steven Levy which told of the graft and hard work that went into the original Macintosh or Where Wizards Stay Up Late by Hafner & Lyon which discussed engineers exceeding long works. My favourite one is still Robert X Cringely’s Accidental Empires that portrays Gates as a coupon-clipping megalomaniac and Steve Jobs as a sociopath cut from the same cloth as Josef Stalin.
Merchant’s The One Device is different. It doesn’t eulogise in the same way, but it also lacks immediacy as it feels detached from its subject matter. Unlike Levy’s work, Apple didn’t cooperate with Merchant at all. The book is broad in scope and sometimes loses its way, each one of the chapters could have been an interesting short book in their own right and this leaves it being faintly unsatisfactory. I guess this is one of the reasons why it took me so long to read it.
In the meantime the book stirred controversy over quotes attributed to Tony Fadell about then colleague Phil Schiller. This made me cast a critical eye over some of Merchant’s adventures in the book. In particular inside the Foxconn industrial complex.
On a more positive note, Merchant’s vision is grander than previous authors. One man’s mission to pull all the intellectual threads together on what made up the iPhone. The iPhone moves from becoming the child of an over-worked and under-appreciated Apple engineering team to being the totem of a global village.
If you’ve read a quality newspaper you know what he’s going to say about the global supply chain. He also touches on the decades of software and technology development that led up to the iPhone. How its multi-touch interface came out of a 1990s doctoral thesis. Ultimately the value of Merchant’s book many not be his writing, but instead becoming a new template for journalists writing on Silicon Valley to look beyond the David & Goliath mono-myth and instead dig into the tangled history of innovation.