IPhone towards a phone. Apple created the device during a secretive collaboration with Cingular Wireless (which became AT&T Mobility) at the time—at an estimated development cost of US$150 million over thirty months. According to Steve Jobs, the "i" word in "iMac" (and therefore "iPod", "iPhone" and "iPad") stands for internet, individual, instruct, inform, and inspire. Apple rejected the "design by committee" approach that had yielded the Motorola ROKR E1, a largely unsuccessful collaboration with Motorola. Among other deficiencies, the ROKR E1's firmware limited storage to only 100 iTunes songs to avoid competing with Apple's iPod nano. Cingular gave Apple the liberty
IPhone to its customers on its website, acknowledging the effect that old batteries have on the iPhone's performance. The company offered $29 battery replacements as a solution. The first-generation iPhone and iPhone 3G have a fixed-focus 2.0-megapixel camera on the back for digital photos. It has no optical zoom, flash or autofocus, and does not natively support video recording. Video recording is possible on the first-generation iPhone and iPhone 3G via a third-party app available on the App Store or through jailbreaking. iPhone OS 2.0 introduced geotagging for photos. The iPhone 3GS has a 3.2-megapixel camera with autofocus, auto white balance,