Flat bulb. Light bulb, that is.

Makes sense. The standard pear-shaped bulb was designed to hold a hot filament wire and the shape helps to keep the temperature of the glass fairly even at all points. Plus, it's easy to blow glass into that shape; it's done at several thousand/minute in machines called ribbon machines. There's an old movie showing them at work at:

But, LEDs are not hot filaments, so the bulb can be almost any shape that works with a standard screw base and emits the light fairly uniformly.

Good for Philips for coming up with something new as well as familiar.

Tomsic