Same concept as LIFX but from a reputable brand. It'll be interesting to see if Philips are as free and open with the API as LIFX plan to be.
Only problems I see are not having a useful light switch. Some Hue-Integrated switches which will act as a soft on/off would be nice.
Also - no apple stores in NZ. That flight to the USA adds a fair amount of cost to replacement bulbs.