diff --git a/hw/i386/pc_sysfw.c b/hw/i386/pc_sysfw.c
index ec2a3b3e7e..71ce273a14 100644
--- a/hw/i386/pc_sysfw.c
+++ b/hw/i386/pc_sysfw.c
@@ -93,6 +93,11 @@ static PFlashCFI01 *pc_pflash_create(PCMachineState *pcms,
     object_property_add_child(OBJECT(pcms), name, OBJECT(dev));
     object_property_add_alias(OBJECT(pcms), alias_prop_name,
                               OBJECT(dev), "drive");
+    /*
+     * The returned reference is tied to the child property and
+     * will be removed with object_unparent.
+     */
+    object_unref(OBJECT(dev));
     return PFLASH_CFI01(dev);
 }