FRIEND OF THE SPELLCHECKER, Will.i.am is getting deeper into the electronics game with his plans to create hardware that will turn a smartphone into a genius phone.
Will.i.am is the mastermind behind such things as "Boom boom pow" and has worked with technology firms on innovation in the past. He was also a judge on BBC One's programme "The Voice", which you might or might not have heard of.
This week he has been speaking to the Telegraph newspaper about his views on Apple designs, and his intention to take what is good about them and improve it.
The first product to be released by his firm, called "I.am+", will be something that takes an Iphone camera and makes it better.
"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," he told the Telegraph.
Will.i.am said he got the idea when he saw a phone, models, attention, and a camera lens, which is often how these things happen.
Describing his appearance at a photoshoot he said, "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... 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.'"
Will.i.am will announce the gadgets later this month. What's that you say? Yes... Just in time for Christmas. µ
Plus the cost of ambition as moonshots eat into the coffers
Spoiler alert: it's probably VeriSign
Did we say cuts off? We meant traps them inside their own home