In conjunction with today's iPhone 5 launch, the New York City Police Department is rolling out a campaign to help people recover lost or stolen cell phones.
The department says cell phones are the most common stolen item in the city.
"Operation ID" is a free program that allows owners to register the serial number of their device with the NYPD.
City residents seemed to welcome the program.
"With all the things that are happening today in the subways and late at night I think it's a wise thing to do," said one iPhone owner.
"I think with you know mobile thefts being up and you just prone to being accidents the way I am. I want to protect it in any kind of way," said another iPhone owner.
Officers will be stationed outside at Apple, Verizon and AT&T stores across the city.
Fans have spent hours - and sometimes days - waiting in line outside Apple stores to be among the first to own the latest edition of the popular smartphone.
The new iPhone is thinner, lighter, has a taller screen, faster processor and updated software.
Apple is expected to sell 10 million of them by the end of the month.