Development of the iPhone began in 2005 with Apple CEO Steve Jobs' direction that Apple engineers investigate touchscreens.[6] He also steered the original focus away from a tablet, like the iPad, and towards a phone.[7] Apple created the device during a secretive collaboration with AT&T Mobility—Cingular Wireless at the time—at an estimated development cost of US$150 million over thirty months.[8]Apple rejected the "design by committee" approach that had yielded the Motorola ROKR E1, a largely unsuccessful[9] collaboration with Motorola. Instead, Cingular gave Apple the liberty to develop the iPhone's hardware and software in-house[10][11] and even paid Apple a fraction of its monthly service...