diff --git a/sys/dev/iwi/if_iwi.c b/sys/dev/iwi/if_iwi.c
index 92d6a669f98..ddd5cf7c5bc 100644
--- a/sys/dev/iwi/if_iwi.c
+++ b/sys/dev/iwi/if_iwi.c
@@ -2096,6 +2096,9 @@ iwi_init(void *priv)
 
 	/* exit immediately if firmware has not been ioctl'd */
 	if (!(sc->flags & IWI_FLAG_FW_CACHED)) {
+		if (!(sc->flags & IWI_FLAG_FW_WARNED))
+			device_printf(sc->sc_dev, "Please load firmware\n");
+		sc->flags |= IWI_FLAG_FW_WARNED;
 		ifp->if_flags &= ~IFF_UP;
 		return;
 	}
diff --git a/sys/dev/iwi/if_iwivar.h b/sys/dev/iwi/if_iwivar.h
index a280c24ef0c..9fa3c90255d 100644
--- a/sys/dev/iwi/if_iwivar.h
+++ b/sys/dev/iwi/if_iwivar.h
@@ -121,6 +121,7 @@ struct iwi_softc {
 	uint32_t		flags;
 #define IWI_FLAG_FW_CACHED	(1 << 0)
 #define IWI_FLAG_FW_INITED	(1 << 1)
+#define IWI_FLAG_FW_WARNED	(1 << 2)
 
 	struct iwi_cmd_ring	cmdq;
 	struct iwi_tx_ring	txq;