Amid intensifying excitement ahead of the iPhone 5 launch, Apple has taken an unusual step: cutting iPhone 4 and 4S prices ahead of the iPhone 5 release. According to a MacRumors report citing an anonymous source, the iPhone maker now has a quiet policy to price-match discounted iPhone prices from third-party authorized retailers and carriers on handsets purchased in an Apple store.

Historically, Apple does not cut iPhone prices until the next model comes online. The original iPhone launched in 2007 is the exception, as it got a $100 rebate just weeks after launch, but the smartphone was just entering the market and needed the boost to make a strong impression on consumers.

A purportedly leaked photo of the new policy shows that it amounts to savings of $49.01 on the 8GB version of the iPhone 4, as well as all three models of the iPhone 4S. The change follows Sprint's move to cut $50 off the price of a new iPhone as part of a promotion. This means the 16GB iPhone 4S will cost $149.99, the 32GB one will cost $249.99, and the 64GB model will sell for $349.99. Meanwhile, the iPhone 4 will come with a $49.99 price tag after the discount.

Customers who visit one of Apple's retail stores to purchase an iPhone should make sure to mention Sprint's recent price cut. Apple stores have been authorized to match prices only if customers explicitly ask for the rebate. The price-matching policy only applies in Apple's retail stores, it is not available for orders through the online store.

For those who want the latest gadget, however, Apple is expected to unveil its sixth-generation iPhone 5 at a special event on Sept. 12, and launch it on Sept. 21. One the iPhone 5 makes its official debut, the iPhone 4S will likely see a larger price cut.