Here's a weird thing. Apparently this apparatus takes your iPhone inside it, but then replaces the iPhone's camera with its own lenses and sensor.
So I guess it's aimed at photographers for whom 8 megapixels are not enough. But what serious photographer uses a white-and-gold camera?
I guess an entrepreneur who is also a singer and names himself "will.I.am" should signal that you'll get something which is more sizzle than steak.
... Oh! It also has a slide-out keyboard!