Apple is in the case business now too. First the iPad case and now bumper cases for the iPhone 4. For $29 these are most likely not going to protect your iPhone 4 from a fall (well somewhat they will..). These are more just to change the look since Apple only offers 2 colors of the iPhone 4 currently.
There will be 6 different colors to choose from the start: white, black, blue, green, orange, and pink. They fit around the edge of your iPhone 4. With metal buttons for volume and power, two-tone colors, and a combination of rubber and molded plastic, Bumpers add a touch of style to your iPhone 4.