No, you're right. But writing an article saying "iOS 10 update bricking iPhones" gets a lot more clicks than "iOS 10 update fails for some people", so pretty mu

No, you're right. But writing an article saying "iOS 10 update bricking iPhones" gets a lot more clicks than "iOS 10 update fails for some people", so pretty much all of the news sites have started calling it "bricking" if it requires restoring with iTunes.