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 Touch date has been introduced with the same release number of iOS as the contemporary iPhone model. Successive updates to iOS since the initial release in 2007 have released additional features. iPhone OS 2.0, released on July 11, 2008, introduced the App Store, which allowed third-party applications for the first time. iPhone OS 3.0, released on June 17, 2009, added features such as cut, copy, and paste, data tethering and push notification support. iOS 4.0, released on June 21, 2010, introduced iBooks, FaceTime, and multitasking. It dropped support for the first generation iPod Touch. In June 2011, iOS 5, the fifth