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If they aren't selling the app, and the app isn't going to be chock-full of advertisements, it seems like releasing the protocol specs or an API would net them more customers for the temperature probe as niche markets they never would have thought of or whom they wouldn't have had the development money to support bring their own code/apps to the table. If there is anything I learned from my time in makerspaces and Linux user groups, it's that every hobby has one or two people willing to release some working code to make their tools more efficient. Heck, I met a guy who built a fully-automated chicken coop that would make sure to lock the doors when all the hens were in for the night to protect them from a fox that had already killed a few (he also set up temperature monitoring and an IR-capable webcam he could access from the web).
So, TL;DR: 1 - Create bluetooth temperature probe 2 - Write iOS app. 3 - Give public the bluetooth communications protocol for the probe 4 - ??? (Really this is where the in-house Android app gets finished) 5 - Extra, Extra Profit!