Will.i.am is launching an iPhone hardware company. Here is the exclusive from the Telegraph.
Speaking exclusively to The Daily Telegraph, he says: ‘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. He now owns the domain www.i.am. Users of i.am+ accessories will be given individual online profiles, for example www.i.am/Will. Pricing will be announced next week at a launch in London. The multi-Grammy-award-winning singer and musician described how he came up with the idea for the camera attachment at a photo shoot in London in 2008. ‘I was just hanging out afterwards, and one of the models took an iPhone picture, which circulated the planet before the shoot was even over,’ he says. ‘I took one of the photographer’s lenses and held it up on my [phone] and said “imagine this one day”. Then I said: “I’m going to do this”.'