New York City Police Department numbers show a spike in thefts of Apple products, much higher than the rise in overall crime.
Police say so far this year, there were 11,447 thefts of iPhones, iPads and iPods, which a 40-percent increase compared to the same period last year.
Overall, crime is only up 4 percent.
Police also say Apple products factor into the increase in robberies, burglaries and grand larcenies this year.
Last week, the NYPD launched a new initiative to get consumers to protect their iPhones.
Police say people should try not to have their Apple products in plain view, especially if there are sitting next to subway train doors.
Apple expects to sell 10 million iPhone 5 devices by the end of the month.
According to police, cellphones are the items most frequently stolen in the city.