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Step in Røde - the Australian firm with the Scandinavian name who make a great range of supplementary microphones for the audio and video industry. The VideMic Me is their addition to the Apple products - and it is a little corker.
The microphone plugs into the dedicated socket of the phone or pad and a supplementary plastic bracket keeps it pointed forward or back to let you record yourself or others. If you are a breathy sort, or if you are in a windy environment, there is a miniature dead kitten wind shield that you attach to the body of the mic. You'll have to endure the slings and arrows of outrageous Dad jokes when you use it, mind, but that is the lot of the sound recordist worldwide.
There's a socket, as well, in the rear of the microphone for headphones to connect and monitor your sound.
It's a directional mic, so you'll get more of the sound from the place that it is pointing than you would with the in-built Apple mic. The packaging says that your videos will be clear and intelligible, but that may be hopeful - I've listened to people speak when they make their own YouTube stuff and their voices can be a mixed experience...