Do something like this.
make a boot.scr file using the ideas below.
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if test $ver31 = undefined; then
echo "RUN BOOT SCRIPT"
run makeyaffsboot
setenv ver31 0
saveenv
else
echo "SKIP BOOT SCRIPT"
fi
run _defaultboot
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The first time there is a cold boot, the script will run and burn the new image.
Change the verXX each release and supply a new SD card.
Hope this helps.