Autotune specialist turned Intel advocate Will.i.am has revealed his latest foray into the world of technology: the i.am+ iPhone accessory range.
Not to be confused with the similarly-named cat food, the i.am+ range starts at £199 in the UK and the Black Eyed Pea's "fashionable" phone cases will beef up the iPhone's measly 8MP camera with interchangeable lenses and a more serious flash.
As rumoured last week, Will.i.am says the clip-on case transforms the 8MP camera lens into a 14MP one.
Saying that this means the cases make "your smartphone into a genius-phone" is a lofty claim and we're not entirely sure it's warranted - but whatever, it's Will.i.am, he says what he likes.
The cases come with software too, which offer filters and integration with apps like Instagram, plus there's an online www.i.am/username profile for every i.am+ user.
As if all that wasn't enough, Will.i.am has also seen fit to include a slide-out QWERTY keyboard in the pricier white V4 model.
The fairly understated i.am+ C4 Modern Look will go on sale in Selfridges for £199 (above), while the blinged-out white V4 edition with gold trim and a so-called 'Vintage Look' will set you back £299.