Pebblebee Universal Confusion

I just got a marketing email from Pebblebee about their new "Universal" products which work with Android and iOS. Does anyone know if there are new devices or have they just expanded the reach of their products with the help of Google and Apple?

The claim is their devices now work regardless of the "Find My" network the device happens to stubble into. Not great if we all need to upgrade hardware. I'm fine with a firmware upgrade but I just got the device in July.