Musician will.i.am has unveiled a range of iPhone accessories designed to enhance the device's camera abilities.
At a press event in London on Wednesday, the Black Eyed Peas member showed off his i.am+ foto.sosho range, which includes four cases, ranging from a whopping £199 to £299.
Two of the cases are designed for iPhone 4/4S and will be available to buy exclusively from Selfridges from 6 December, with the two iPhone 5 models 'coming soon'.
The £199 foto.sosho C.4 case will be available in black or white, and includes a flash module, macro, fish-eye and clear glass interchangeable lenses, and a camera grip.
For an extra £100, you can buy the foto.sosho V.4, which is designed to make your iPhone 4/4S look like a vintage camera. It adds a slide-out QWERTY keyboard, includes the three interchangeable lenses and flash, and comes in white and gold or black and silver.
The iPhone 5 versions of the two cases, which will be launching at a later, as yet unspecified date, will be available in silver and brown leather, all white leather or black leather designs.
CEO of will.i.am's i.am+ business Chandra Rathakrishnan revealed that the iPhone 5 foto.sosho V.5 and L.5 will offer superior iPhone camera quality through the use of a 14-megapixel camera and 5x zoom lens.
As well as the cases, will.i.am's iPhone accessories come with an app that provides editing, filters, effects, social media connectivity, and a profile within the 'i.am' domain.
When asked by Engadget why users would cough up the couple of hundred pounds it costs to get your hands on one of the i.am+ foto.sosho accessories, Rathakrishnan said: "It's really a fashion accessory that intersects with technology. It allows you to look cool, feel good doing it, easy to use."
"People are spending a lot of money on getting Burberry cases and getting Prada cases just to protect their phone," he added. "This takes it to a step further. It actually brings functionality and turns your iPhone into something better than it already is."
Rathakrishnan also revealed that a worldwide launch is going to take place in 2013.