An apparatus and method are described for implementing a 2-way beacon. For example, one embodiment of an apparatus comprises: a beacon to transmit a first advertisement packet associated with 1-way functions available from the beacon and to further transmit a second advertisement packet associated with 2-way functions available from the beacon; the first advertisement packet to cause an app and/or hub to be initialized on a mobile device; and the second advertisement packet to cause the beacon to establish a first secure communication channel to a cloud service through the app and/or hub.