Methods and apparatus for efficiently enabling firmware associated with a flash memory card to be updated are disclosed. According to one aspect of the present invention, a method for updating firmware associated with a memory storage device includes providing new firmware to a host and sending the new firmware from the host to a reader which communicates with the host. The reader interfaces with the memory storage device which includes installed firmware. The method also includes sending the new firmware from the reader to the memory storage device, and incorporating the new firmware into the memory storage device such that the new firmware at least partially replaces the installed firmware. In one embodiment, the method further includes embedding the new firmware into a first command. In such an embodiment, sending the new firmware from the host to the reader includes sending the first command from the host to the reader.