Windows Mobile rumors are kicking up into high gear with the approach of Mobile World Congress. Buzz suggests that Microsoft will unveil Windows Mobile 7 at the show. Today, reports of the fabled "Zune Phone" making an appearance also reached fever pitch. Here's why it's not gonna happen.Because Microsoft says it isn't going to happen, that's why. My friend Sascha Segan over at PCMag did a wonderful job summing up every instance in which Microsoft publicly denied that it is building a Zune phone.

Here's what Microsoft CEO Steve Ballmer said in 2007:

"It's not a concept you'll ever get from us. We're in the Windows Mobile business. We can put Zune into Windows Mobile, we can put Xbox into Windows Mobile. We can pour everything in."

And here's what Microsoft's John Starkweather said in 2009:

"Microsoft is not building a Zune-specific phone."

Here's what a Microsoft spokesperson told Ars Technica four days ago:

"There are no plans to create a Zune Phone. It makes sense that someday Zune could be part of a phone experience."

Those are just three instances in which Microsoft denies the existence of a Zune Phone. That didn't stop numerous blogs from jumping on a rumor today that Microsoft is debuting a Zune Phone at Mobile World Congress.

Microsoft has publicly come close to confirming Windows Mobile 7. Just last week, Microsoft CFO Peter Klein said, "On the mobile side, our strategy remains the same. As we've been saying from a product perspective, we're working very hard on the next version of Windows Mobile. As Bill indicated, we'll be talking more about that in Barcelona in a few weeks." Later, in an interview with FOX News, Klein used the phrase "Windows Mobile 7."

If Microsoft goes as far as announcing Windows Mobile 7 during Mobile World Congress, that would be some pretty big news. Huge news, in fact. But WinMo7 and the Zune Phone are not one-in-the-same.

So, for the record, Microsoft is not building a Zune phone. It's stuck to that message for years, and there's no reason to disbelieve it now.