Technology for replacing a first storage unit operatively coupled to a device is provided. Content of the first storage unit is sent to a new storage unit that serves as the replacement of the first storage unit. In one embodiment, the content is first sent to a trusted third-party server and then transferred from the server to the new storage unit. A portion of the content on the new storage unit is adjusted in one embodiment to maintain content security features that were implemented in the first storage unit. The upgrading can be performed under the control of a software entity that is installed on the device. In various embodiments, the first storage unit may be bound to a third storage unit prior to the upgrade process. In such cases, the process can include measures to bind the new storage unit to the third storage unit.