A universal serial bus cord reel apparatus comprising: a cable, the cable comprising a) first and second data wires adjacent to each other, and twisted around each other at four twists per 25.4mm (per inch); b) a first braided shield surrounding the first and second data wires to prevent electromagnetic or radio frequency interference; c) two or more additional conductors (16, 18, 20, 22, 24, 26, 28) adjacent to the shield surrounding the first and second data wires, the additional wires (16, 18, 20, 22, 24, 26, 28) being twisted about the shield at two twists per 25.4mm (per inch); d) a polytetrafluoroethylene cover enclosing the additional conductors and first and second data wires; and e) a second shield enclosing the polytetrafluoroethylene cover; whereby the cable has an impedance of approximately 90 ohms; a universal serial bus connector (38, 40) at each end of the cable; a housing; a reel attached to, and rotatable with respect to, the housing for accepting the cable; a spring mounted between the housing and the reel for biasing the rotation of the reel in one direction for retracting the cable; a ratchet attached to the housing for selectively restraining rotation of the reel; whereby the cable may be maintained in an extended position, or retracted and wound on the reel. a cable, the cable comprising a) first and second data wires adjacent to each other, and twisted around each other at four twists per 25.4mm (per inch); b) a first braided shield surrounding the first and second data wires to prevent electromagnetic or radio frequency interference; c) two or more additional conductors (16, 18, 20, 22, 24, 26, 28) adjacent to the shield surrounding the first and second data wires, the additional wires (16, 18, 20, 22, 24, 26, 28) being twisted about the shield at two twists per 25.4mm (per inch); d) a polytetrafluoroethylene cover enclosing the additional conductors and first and second data wires; and e) a second shield enclosing the polytetrafluoroethylene cover; whereby the cable has an impedance of approximately 90 ohms; a universal serial bus connector (38, 40) at each end of the cable; a housing; a reel attached to, and rotatable with respect to, the housing for accepting the cable; a spring mounted between the housing and the reel for biasing the rotation of the reel in one direction for retracting the cable; a ratchet attached to the housing for selectively restraining rotation of the reel; whereby the cable may be maintained in an extended position, or retracted and wound on the reel. a) first and second data wires adjacent to each other, and twisted around each other at four twists per 25.4mm (per inch); b) a first braided shield surrounding the first and second data wires to prevent electromagnetic or radio frequency interference; c) two or more additional conductors (16, 18, 20, 22, 24, 26, 28) adjacent to the shield surrounding the first and second data wires, the additional wires (16, 18, 20, 22, 24, 26, 28) being twisted about the shield at two twists per 25.4mm (per inch); d) a polytetrafluoroethylene cover enclosing the additional conductors and first and second data wires; and e) a second shield enclosing the polytetrafluoroethylene cover; whereby the cable has an impedance of approximately 90 ohms;