diff --git a/include/image.mk b/include/image.mk
index 3f5268efacc..f65a835a1a6 100644
--- a/include/image.mk
+++ b/include/image.mk
@@ -966,10 +966,19 @@ define Device
   $(call Device/Default,$(1))
   $(call Device/$(1),$(1))
   $(call Device/Check,$(1))
-  $(call Device/$(if $(DUMP),Dump,Build),$(1))
+  $(if $(DUMP),$(call Device/Dump,$(1)),$(call Device/BuildSelected,$(1)))
 
 endef
 
+# The rules of a device that is not selected can not be reached, and a
+# target defines more than 100 devices, so do not define them. The whole
+# image Makefile is parsed twice per build.
+define Device/BuildSelected
+  ifneq ($(CONFIG_IB)$$(_PROFILE_SET),)
+$(call Device/Build,$(1))
+  endif
+endef
+
 define BuildImage
 
   ifneq ($(DUMP),)