diff --git a/VERSION b/VERSION
index c70836ca5..29b2d3ea5 100644
--- a/VERSION
+++ b/VERSION
@@ -1 +1 @@
-0.9.0-dev
+0.10.0-dev
diff --git a/examples/deploy/update-agent.yaml b/examples/deploy/update-agent.yaml
index 76f3b6329..469b625bb 100644
--- a/examples/deploy/update-agent.yaml
+++ b/examples/deploy/update-agent.yaml
@@ -19,7 +19,7 @@ spec:
       serviceAccountName: flatcar-linux-update-agent
       containers:
       - name: update-agent
-        image: ghcr.io/flatcar/flatcar-linux-update-operator:v0.9.0-rc2
+        image: ghcr.io/flatcar/flatcar-linux-update-operator:v0.9.0
         command:
         - "/bin/update-agent"
         volumeMounts:
diff --git a/examples/deploy/update-operator.yaml b/examples/deploy/update-operator.yaml
index 5893e457b..7687aa82a 100644
--- a/examples/deploy/update-operator.yaml
+++ b/examples/deploy/update-operator.yaml
@@ -16,7 +16,7 @@ spec:
       serviceAccountName: flatcar-linux-update-operator-sa
       containers:
       - name: update-operator
-        image: ghcr.io/flatcar/flatcar-linux-update-operator:v0.9.0-rc2
+        image: ghcr.io/flatcar/flatcar-linux-update-operator:v0.9.0
         command:
         - "/bin/update-operator"
         env: