Upgrading my Ubuntu desktops wasn't quite as simple. The packages aren't in the main Ubuntu repositories for Ubuntu 10.04 and Ubuntu 10.10. However, this wasn't a difficult task as the Mozilla team has a PPA for just this task. If you're not familiar with PPA, you can check out this link for more information. You simply add the PPA and perform your typical upgrade and you're done. So if you're anxious to upgrade try this from your favorite command-prompt:
sudo add-apt-repository ppa:mozillateam/firefox-stable
sudo apt-get update && sudo apt-get upgrade
Enjoy!