I fully agree with GPB and did answer the same to this often upcoming question.

Anyway, some users want this functionality in their AP controller to name IoT devices lacking hand-over of WiFi hostnames and TP-Link agreed to set it on the feature list. Maybe in a newer version of the controller there will be a function to add alias names to MAC addresses, although it could be done better by DNS lookups, allowing the admin to assign hostnames and static IPs to MAC addresses in the router's DHCP server/DNS forwarder (e.g. in dnsmasq or isc-dhcpd).