They need if they were to push firmware updates via the app that are then installed over Bluetooth, like some headphones do. But that should be a free service, and also optional. I don’t really see any groundbreaking functionality added for a device that’s basically a submerged motor with a temperature probe.
Temperature Temperature set point Deadband Heater power Time Display temperature Display time
This can literally be handled with two non-microprocessor integrated circuits and $5 in other electronic Lego components.
It doesn’t need firmware. It’s a $200 oversized fish tank heater.
Even in that case the app doesn’t need to phone home. It doesn’t even need an internet connection on its own. You’d have to download the update yourself and then use the app to apply the patch, which is less user friendly to not-so-tech-savy users but possible. Just send an email with the necessary information to users who have subscribed to receive these kind of updates.