“The Black Eyed Peas star and entrepreneur Will.i.am is well known as an evangelist for new technology,” Georgia Dehn reports for The Telegraph. “Next week will see the global launch of his iPhone hardware, which he claims ‘will turn your smartphone into a genius-phone.’”

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

Dehn reports, “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. He now owns the domain http://www.i.am. Users of i.am+ accessories will be given individual online profiles, for example http://www.i.am/Will.”;

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