Turn your smartphone into a 'genius phone'

Or, as he puts it: "Turn your smartphone into a genius phone."

Chief among these products is an add-on for Apple iPhone 4, 4S and 5 that is claimed to boost the phone's camera performance by increasing resolution to 14MP (from the standard 8MP built into the phone) via a better image sensor plus optimized flash.

In an interview with The Daily Telegraph, he said of the device, "You dock your phone into our device and it turns your smartphone into a genius-phone. We take over the camera."

Marketed under the brand name i.am+, the iPhone accessory will be the first of a number of technology products and apps the star hopes to launch in coming months.

The i.am+ will launch officially next week in London at a press conference on November 28 and will be sold exclusively in Selfridges from December onwards.