Rolls-Royce Phantom app launches

No, the Rolls-Royce Phantom app doesn't call a chauffer to bring 'round the Rolls, nor does it summon the butler to fetch some Grey Poupon.

The free app, available for the iPhone, the iPod Touch or the iPad's app store as of Thursday, allows Rolls-Royce coveters and clients alike to customize their own virtual version of luxury dynamo.

Users can create individualized virtual versions of the car, applying any mix of trims and colors. They can even capture a desired color--such as that of a nail polish or a paint sample--with their iPhone's camera and import that shade onto their computerized car.

Details such as seat piping, veneer inserts, humidors and a picnic set can be included. One of the coolest features is a unique starlight headliner. Hundreds of illuminated optical fibers are woven into the roof lining and can be dimmed or brightened.

The app has 360-degree exterior views and interior shots and can be used to configure virtual Phantom, Phantom Coupe and Phantom Drophead Coupes. A similar app for the Ghost came out in March 2010.

By Julie Alvin