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
IPod Shuffle an event to formally introduce the iPhone 5, as well as a new iPod lineup, and the iPod Shuffle remained unchanged except for seven new color options (silver or black with a black control pad or green, blue, pink, yellow, and purple with a white control pad), as well as a Product Red edition model with a white control pad. Unlike the second generation, the iPod does not come with a dock, but like the third generation, comes with a 45 mm USB Cable. The included in-box headphones do not feature the remote control, but the device supports them. On