Only speaking as someone who runs development teams myself the cloud typically requires everyone to be on the same release with everything! like salesforce, you can't pick and choose, you all get the same!!! The costs benefits of having 1 version of the software in the cloud are going to be lost if this company has to support 2 versions of it's cloud to support different ways the devices work.
Now, as the "server" product stabilizes and this company grows, it's possible, new features / upgrades / functions could be specific to a device and their "cloud" offering could manage the differences.
I'm not trying to speak for the team as I know nothing about how they have built it but I suspect that's the main reason, amongst others.