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 3GS more favorable reviews mainly because it comes pre-installed with iOS 4. Jason Snell of Macworld praised the iPhone 3GS, saying that "the device's internal changes shines in the iOS 4 update, making the iPhone 3GS a worthwhile upgrade compared to its predecessor although a little too late compared to the iPhone 4." TIPB stated that "aside from hardware specific features like FaceTime, Retina Display, and gyroscope support, the bottom line is iPhone 3GS users are getting the same software that makes the iPhone 4 great." Shortly after the release of the iPhone 3GS, some users reported overheating of the device