Will.i.am’s iPhone accessories to ‘turn smartphones into genius phones’

The Black Eyed Peas star and entrepreneur Will.i.am is well known as an evangelist for new technology and he is now set for a global launch of his iPhone hardware, which he claims 'will turn your smartphone into a genius-phone’.
Will.i.am’s iPhone accessories to ‘turn smartphones into genius phones’

November 23, 2012

The first product from his new consumer electronics and app venture i.am+ is an accessory that clips onto an iPhone and transforms the 8 megapixel smartphone camera into a 14 megapixel camera, which it is claimed dramatically enhances the clarity and definition of your photographs.

Talking about the device, to the Daily Telegraph, Will.i.am  said: ‘We have our own sensor and a better flash. You dock you phone into our device and it turns you smartphone into a genius-phone. We take over the camera.’

The camera will be the first of a series of digital products that bear his name – to support them, he has invested in what he calls ‘digital real estate’ online.

The first i.am+ camera makes an appearance in the music video for Scream and Shout, a collaborative single for Will.i.am and Britney Spears that is included on the former’s solo album release #willpower.

Apple has granted i.am+ a development licence to produce and sell the camera accessory and camera app for the iPhone 4 and iPhone 5, but Will.i.am says that a larger range of tech hardware will follow.

The debut series of i.am+ camera accessories will be officially launched in London on Wednesday 28 November. Selfridges will sell the products exclusively from early December. 

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