Management of device firmware update effects as seen by a computing host enables continuously running an OS on the host across a device firmware update, e.g., via delaying visibility of at least a portion of effects of the firmware update, such as in a context where without the delay in visibility the OS would encounter m unrecoverable error and crash. For example, a device (e.g. an SSD) is coupled to a computing host running an unmodified version of Windows. Firmware on the device is updated/activated, such as by being booted. Visibility of a portion of information that would otherwise become immediately visible to the OS (upon activation of updated firmware) is delayed until a power cycle of the device. If the portion includes, e.g., a firmware revision identifier, then the delayed visibility enables continuously running the OS across the firmware update/activation without rebooting the OS.