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Will.i.am i.am+ iPhone camera module announced

Black Eyed Peas frontman Will.i.am has announced plans to sell his own brand of iPhone accessories, designed - in the star's own words - to "turn your smartphone into a genius-phone."

The first product in the line-up, dubbed i.am+, is an add-on camera for Apple's iPhone product line designed to boost the quality of captured images. The add-on module, which clips onto the back of the iPhone, provides a 14 megapixel sensor and higher-quality flash than the one provided with the iPhone's own eight megapixel camera.

"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," Will.i.am told The Telegraph of his creation. "We take over the camera."

To help boost the appeal of his creation, Will.i.am isn't above using his career contacts: the device can be seen in the music video for Scream and Shout, a collaborative single created in partnership with Britney Spears for Will.i.am's solo album #willpower. Whether this will actually result in increased sales or not remains to be seen.

This isn't Will.i.am's first foray into the world of technology: the singer-songwriter was appointed Director of Creative Innovation at Intel in 2011, and has appeared in hologram form to discuss the 2008 US election. One of his songs, Reach for the Stars, was even chosen by Nasa to be broadcast from its Curiosity Rover when it landed on Mars earlier this year.

Will.i.am's i.am+ camera add-on is due to launch next week in an exclusive deal with Selfridges, with more products promised to follow. Pricing information has yet to be disclosed.

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