That sort of integration will make Hue very popular no doubt. The only place to buy Hues is from the Apple Store in Australia interestingly. That would be some sort of coup for Philips (not that they're some little startup by any means).

They are not cheap though. I bought some cheaper units from LimitlessLED ( http://www.limitlessled.com ) . They also need a Wifi bridge to the 802.15.4 mesh and it's somewhat proprietary but it seems to work very well. It's very responsive controlling via the phone app.