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Dynamic name change in advertising

Dear all,

I'm trying to change the advertised device name during advertising depending on some variables.

I'm observing with nRF Connect and Lightblue, both running on iOS.

Good case: I write a characteristic to reboot to bootloader, which advertises a different name -> this works, in both apps the new device name is shown

Current case: I don't want to reboot, I just want to change the device name during advertising (not while being connected). So I do 

ble_advdata_set
sd_ble_gap_adv_start

But I have to connect and discover services before the app shows the updated name. I wonder why it works for DFU...