I'm so tired of the prevalence of apps and companies insisting that you must install their app to do rudimentary (and often, duplicate) things.\
Apps can do things that web pages cant.
For example, as long as the device is connected to the same network as your phone, you can simply open up the app, let it discover the things on your network, and you can then do stuff with them. That is convenient for most people who dont even know what an IP address is.
What are you going to do, tell your users to save a list of bookmarks to IP addresses for their things, that might change each time their router reboots because most of them also dont know what static DHCP leases are; or
Have an app that can talk to the device "by magic" (as far as the user is concerned)?
Personally I am all for the latter.
You have to consider who the target market is and what their skills and knowledge are. If your audience is purely technical, sure, forego the app and let them configure it via serial console or USB thumdrive or whatever. If your audience is consumer, you have to get a bit smarter or your product will probably be considered clunky in this day.