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Complaints have been pouring in from iPhone and iPad users after getting updated to the new and much anticipated iOS 10 update on the social media after the software was made available on Tuesday.
Discussion on various forums related to this issue were trending on social media - but Apple claimed that it was limited to a “small number of users”.
Bricking is a term used to describe devices that have been rendered unusable due to a software or hardware fault - as in, the device is as useful to you as a brick would be.
The firm has apologised to the affected customers ensuring a quick solution to the problem.
"We experienced a brief issue with the software update process, affecting a small number of users during the first hour of availability,” an Apple spokeswoman informed in an emailed statement.
"The problem was quickly resolved and we apologise to those customers.
"Anyone who was affected should connect to iTunes to complete the update or contact AppleCare for help."
The roll out of iOS 10 comes a week prior to the iPhone 7 sale. In the mean time, existing owners of Apple devices vented their frustration at the problem.
"Currently sitting here with a bricked iPhone full of photos with a recent family visit,” wrote Courtney Guertin on Twitter.
It is not the first time Apple has had teething problems in rolling out major updates. Earlier when users tried to update to iOS 5 back in 2011, the high demand appeared to be behind users in getting multiple error messages while downloading the update. Also, in February this year, Apple got issues after an update started bricking devices which had been repaired by a company other than Apple.
Apple apologised for the problem and issued a software update to fix the issue. It said Error 53, as it became known, was in fact security measure designed to make sure the fingerprint sensor on the device had not been tampered with.
