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28 November 2012, 16:29
The Black Eyed Peas star finally lifts the lid on his much-anticipated new camera.
Will.i.am has said he is "proud" to launch a new iPhone fashion camera accessory.
The Black Eyed Peas star unveiled the new product, which works with the iPhone 4/4S, at Selfridges in London today (28th November).
The camera – called i.am+ foto.sosho – is the world's first digital camera accessory and app combination designed to turn an iPhone into a sophisticated point and shoot digital camera with on-board editing.
The device also boasts special filters and social media connectivity.
"I am proud to finally launch the i.am+ foto.sosho appp and camera to the world from London," Will.i.am said.
"Our product fuses fashion with technology, changing the way you look at a smart phone. The i.am+ foto.sosho camera will make your smart phone brilliant."
The i.am+ foto.sosho will launch exclusively at Selfridges from the 6th December.
An iPhone 5 version of the camera has yet to be given a release date.