The device is labeled "Apple iBeacon;" Too bad there is already a product called "iHome" on the market (see here) as iHome would be a suitable name for this solution.
We don't think Apple is launching its own iBeacon hardware to compete with the likes of Gimbal (or Estimote, etc) which Apple is already using in its own Retail Stores. In addition, these "dumb" iBeacon devices are becoming commoditized and already available in the market for low cost, hence, Apple would not make any money on this piece of hardware. We think this Apple iBeacon device will be "smart" and act as a centralized control hub for the Home. Imagine arriving at your home and everything gets triggered by detecting your iPhone or iWatch, from your outside lights to garage door, to your door locks and lights inside your home; all enabled by iBeacon proximity services.