Apple’s upcoming iPhone is being hailed by many as the sexiest new gadget in years. Now, Hugh Hefner’s Playboy is looking to add a dollop of real sex to the combination cell phone, video player and Internet access device.

The lifestyle brand company that was built out of a glossy girlie magazine is offering a free set of 12 wallpapers featuring scantily clad Playmates to anybody who buys the device.

The magazine, which is of course most famous for its articles, is offering iPhoners the suggestive but non-nude images, an episode of its radio show “The Playmate Hour” and a Playboy video.

Playboy, which didn’t work with Apple on the offer, normally sells cell phone wallpapers for about $2 a pop. So can the pictures be downloaded to a rival cell phone?

“It’s sized for the iPhone,” Playboy spokesman Matt Kalinowski said.

No word if Playboy is exploring innovative uses for the iPhone’s touch-sensitive screen.