diff --git a/scripts/update-version.mjs b/scripts/update-version.mjs
index bf1be1ab..b01392b7 100644
--- a/scripts/update-version.mjs
+++ b/scripts/update-version.mjs
@@ -54,17 +54,13 @@ let deployCount = Number.isInteger(current.deployCount)
       return m ? parseInt(m[1], 10) : 0;
     })();
 
-if (current.build === build) {
-  // No new commit since last run -> nothing to do. Don't bump the
-  // counter and don't rewrite the file. This matches pre-#597 behaviour
-  // so re-running the build twice in CI doesn't inflate the counter.
-  console.log(`[update-version] build unchanged: ${build}`);
-} else {
-  deployCount += 1;
-  const version = `${baseVersion}.${deployCount}`;
-  const next = { baseVersion, version, build, deployCount };
-  writeFileSync(versionPath, JSON.stringify(next, null, 2) + "\n");
-  console.log(
-    `[update-version] ${current.build} -> ${build} | ${current.version ?? "<none>"} -> ${version}`,
-  );
-}
+// Always bump on every build/redeploy, even when the commit hash hasn't
+// changed. The user wants the version label to reflect every deploy so
+// they can confirm a redeploy actually rolled out new code on the Mac.
+deployCount += 1;
+const version = `${baseVersion}.${deployCount}`;
+const next = { baseVersion, version, build, deployCount };
+writeFileSync(versionPath, JSON.stringify(next, null, 2) + "\n");
+console.log(
+  `[update-version] ${current.build} -> ${build} | ${current.version ?? "<none>"} -> ${version}`,
+);