diff --git a/app/Models/Device.php b/app/Models/Device.php
index 2d6cc1c..5c72ae8 100644
--- a/app/Models/Device.php
+++ b/app/Models/Device.php
@@ -71,6 +71,14 @@ class Device extends Model
         return null;
     }
 
+    public function resetUpdateFirmwareFlag(): void
+    {
+        if ($this->proxy_cloud_response) {
+            $this->proxy_cloud_response = array_merge($this->proxy_cloud_response, ['update_firmware' => false]);
+            $this->save();
+        }
+    }
+
     public function playlists(): HasMany
     {
         return $this->hasMany(Playlist::class);
diff --git a/config/services.php b/config/services.php
index 7c579cb..9b1a9e7 100644
--- a/config/services.php
+++ b/config/services.php
@@ -42,5 +42,5 @@ return [
         'override_orig_icon' => env('TRMNL_OVERRIDE_ORIG_ICON', false),
         'image_url_timeout' => env('TRMNL_IMAGE_URL_TIMEOUT', null),
     ],
-    
+
 ];
diff --git a/routes/api.php b/routes/api.php
index ebc4fb9..f8942d0 100644
--- a/routes/api.php
+++ b/routes/api.php
@@ -92,6 +92,11 @@ Route::get('/display', function (Request $request) {
         $response['image_url_timeout'] = config('services.trmnl.image_url_timeout');
     }
 
+    // If update_firmware is true, reset it after returning it, to avoid upgrade loop
+    if ($device->update_firmware) {
+        $device->resetUpdateFirmwareFlag();
+    }
+
     return response()->json($response);
 });
 
diff --git a/tests/Feature/Api/DeviceEndpointsTest.php b/tests/Feature/Api/DeviceEndpointsTest.php
index 0fa1bbf..b10c2f6 100644
--- a/tests/Feature/Api/DeviceEndpointsTest.php
+++ b/tests/Feature/Api/DeviceEndpointsTest.php
@@ -198,3 +198,48 @@ test('log endpoint requires valid device credentials', function () {
     $response->assertNotFound()
         ->assertJson(['message' => 'Device not found or invalid access token']);
 });
+
+test('update_firmware flag is only returned once', function () {
+    $device = Device::factory()->create([
+        'mac_address' => '00:11:22:33:44:55',
+        'api_key' => 'test-api-key',
+        'proxy_cloud_response' => [
+            'update_firmware' => true,
+            'firmware_url' => 'https://example.com/firmware.bin',
+        ],
+    ]);
+
+    // First request should return update_firmware as true
+    $response = $this->withHeaders([
+        'id' => $device->mac_address,
+        'access-token' => $device->api_key,
+        'rssi' => -70,
+        'battery_voltage' => 3.8,
+        'fw-version' => '1.0.0',
+    ])->get('/api/display');
+
+    $response->assertOk()
+        ->assertJson([
+            'update_firmware' => true,
+            'firmware_url' => 'https://example.com/firmware.bin',
+        ]);
+
+    // Second request should return update_firmware as false
+    $response = $this->withHeaders([
+        'id' => $device->mac_address,
+        'access-token' => $device->api_key,
+        'rssi' => -70,
+        'battery_voltage' => 3.8,
+        'fw-version' => '1.0.0',
+    ])->get('/api/display');
+
+    $response->assertOk()
+        ->assertJson([
+            'update_firmware' => false,
+            'firmware_url' => 'https://example.com/firmware.bin',
+        ]);
+
+    // Verify the proxy_cloud_response was updated
+    $device->refresh();
+    expect($device->proxy_cloud_response['update_firmware'])->toBeFalse();
+});