diff --git a/loopx/cli_commands/support_control_upgrade.py b/loopx/cli_commands/support_control_upgrade.py
index 0f09fee0a7..3b18cf07d8 100644
--- a/loopx/cli_commands/support_control_upgrade.py
+++ b/loopx/cli_commands/support_control_upgrade.py
@@ -167,7 +167,9 @@ def _restart_app(
         capture_output=True,
         timeout=min(timeout_seconds, 30),
     )
-    launch = ["/usr/bin/open", "-a", str(app)]
+    # A running QA/copy can share the bundle id. LaunchServices must start
+    # this installation after quit, rather than activate that other process.
+    launch = ["/usr/bin/open", "-n", "-a", str(app)]
     if os.environ.get("LOOPX_BIN"):
         launch += ["--env", f"LOOPX_BIN={os.environ['LOOPX_BIN']}"]
     subprocess.run(
diff --git a/tests/test_self_upgrade.py b/tests/test_self_upgrade.py
index 2a9b5bf003..318120ea3d 100644
--- a/tests/test_self_upgrade.py
+++ b/tests/test_self_upgrade.py
@@ -37,6 +37,7 @@ def test_app_restart_keeps_an_explicit_terminal_runtime_pin(monkeypatch):
         _restart_app(Path("/synthetic/LoopX.app"), "a" * 32, "main", 60)
     quit_command = run.call_args_list[0].args[0]
     launch_command = run.call_args_list[1].args[0]
+    assert launch_command[:4] == ["/usr/bin/open", "-n", "-a", "/synthetic/LoopX.app"]
     assert quit_command[-1] == "/synthetic/LoopX.app"
     assert "/synthetic/LoopX.app" not in quit_command[2]
     assert (