Among the world's most popular gadgets, sales of apple products are booming and so is the number of eye-thefts in New York.
Bernardo Martinez is among a growing list of victims.
"My IPod, it was stolen a while ago. I guess they stole it because it was worth some money – easy to resell it," said Martinez.
"Everything is a target."
Fueled by targeted Apple thefts, some Precincts have seen a spike in crimes recently. In the West Village and Meatpacking district, Crime Stats show the number of Grand Larcenies is up 42 percent this year compared to 2012.
"Keep it in my pocket. I don't take it out passed a certain hour – sometimes I don't even bring it out," said one iPhone customer.
In a recent crime a man fell asleep on the subway and his iPhone was stolen. He used the find my iPhone app and it helped police track it to a general location. When they heard the alarm pinging from a man's pocket, they took the suspect into custody.
In another case, a man stole a woman's phone and accidentally posted a picture of himself smoking marijuana on her Facebook page -- officers are still looking for him.
"It's the gold chain of the 21st Century because it is incredibly valuable in the open market – the black market."
Tech expert Shelly Palmer says the NYPD's new partnership with Apple intended to help track stolen devices will help.
"I wish the phone company and Apple would get together and render these devices into bricks, but since they haven't, the next best thing is what the NYPD has done with Apple," said Palmer.
"Sometimes the best defense -- is a little common sense," said Karen Alon.
"Yeah, keep it in your pocket – somewhere close."