The iPhone Project was one of the biggest secret projects from Apple. They say, that the software guys didn’t get to see the hardware and the hardware guys didn’t get to see the software till it was unveiled.
Also, the iPhone was codenamed “M68”. The employees working on this project were secretly trained to attend the meetings quietly, and there used to be codewords for employees to talk about it. They also had to keep an eye out if someone questioned, “What’s M68?”.
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“Finally Jobs proposed Apple Computer. “I was on one of my fruitarian diets,” he explained. “I had just come back from the apple farm. It sounded fun, spirited, and not intimidating. Apple took the edge off the word ‘computer.’ Plus, it would get us ahead of Atari in the phone book”
― Steve Jobs… (next quote)