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 user to have options to decline a phone call when a person is calling them. The user can reply with a message, or set a reminder to call them back at a later time. The layout of the music library is similar to that of an iPod. The iPhone can sort its media library by songs, artists, albums, videos, playlists, genres, composers, podcasts, audiobooks, and compilations. Options are presented alphabetically, except in playlists, which retain their order from iTunes. The iPhone uses a large font that allows users plenty of room to touch their selection. Users can rotate their device