[SAN FRANCISCO] Apple Inc faced an embarrassing technical glitch after some customers reported difficulties updating their iPhone operating system to the latest software, which became available Tuesday.
After downloading the iOS 10 update, the smartphones or iPads shut down to install the software. Then, rather than the device automatically turning back on with iOS 10 installed, a screen appeared prompting users to plug their handsets into a computer, rendering the phone useless until they did so.
Hundreds of social media users complained about the issue to Apple's Twitter account.
They said the bug left them unable to use their phones if the software update was completed by downloading it directly onto the phone, rather than through iTunes, Apple's music playback and management platform.
"We experienced a brief issue with the software update process, affecting a small number of users during the first hour of availability," Apple said in a statement.
"The problem was quickly resolved and we apologise to those customers." The technical gaffe came as South Korean competitor Samsung Electronics Co is facing more serious issues with its Galaxy Note 7.
The smartphone has in some cases been bursting into flames, triggering a global recall of the flagship product.
In a preliminary report to South Korea's technology standards agency, Samsung attributed the failure to a battery manufacturing flaw, Bloomberg News reported earlier on Tuesday.
The iOS 10 software update was first presented in June, and includes deeper integration of Apple's Siri virtual assistant with third-party applications.
The roll-out is a precursor to the iPhone 7, which will be available to buy on Friday.