Philips' app controlled, color changing Hue line has a new variant - the new Hue BR30 downlight bulb. It delivers the same 630 lumen and 2000-6500k temperature range as the standard LED Hues. It consumes only 8W of power and can be controlled with an iOS app (there's an Android version too).

The starter set retails for $200 from the Apple Store. Each bulb will set you back $60 a pop. Still pretty over priced perhaps.