Products are increasing including iBeacon or more generic Bluetooth LE advertising in order to identify themselves to apps. There’s the recent example of the Tesla 3.
Higher end WiFi access points such as the mesh Linksys VELOP also use Bluetooth for identification in mobile apps. Recently we came across a new wireless security system, AJAX, that also uses iBeacon for identification to apps:
Bluetooth advertising provides a solution to the ‘chicken and egg’ problem of how to connect to a product to set it up, before it has been set up and connected to a (usually WiFi) network.