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I believe you are referring to application firmware(as firmware) in your response. You can update your application firmware using OTA (Over The Air update). For now we have demo code for this in WICED available. Please refer to <WICED-SDK>/43xxx_Wi-Fi/doc/WICED-OTA.pdf doc in WICED for more details.
If you want to update wifi firmware, then you will need to modify the OTA app to update the firmware image.
Thank you for your information. Seems CYW43907 can't update firmware with USB, UART or SWD. Our product will not have JTAG port externally exposed. But our factory request F/W update under no WiFi circumstance. I thought the only way to satisfy our factory requirement would be F/W update using USB port.