The Sports Illustrated Swimsuit issue has become a kind of beach cottage industry, a brand of its own so important at Time Inc. that Swimsuit starts with a capital S—and could start with $. It’s not my favorite SI cover of the year, but then, despite being an avid reader, I’m not really the target audience. I don’t think I’m the target for the latest revenue-generating effort by SI either: the $2.99 SI Swimsuit 2009 app launching for iPhone Wednesday (it’s already in the iTunes store) and in August for the BlackBerry Storm and Bold.

Users of the app, produced in partnership with Azuki Systems, can create their own calendar customized to follow up to six pro and college teams along with a choice of model for each month. Other features include video from every shoot for the 2009 issue and high-quality photos of each model. No, it doesn’t come with a privacy filter.