Companies send out products (sometimes thousands of them) to magazines, website owners and individuals to test it for them and to get feedback.
http://www.digitaltechnews.com/news/2007/01/iphone_review_h.html
http://reviews.cnet.com/Apple_iPhone/4505-6452_7-32180293.html
http://bits.blogs.nytimes.com/2007/01/09/some-hands-on-time-with-the-iphone/
http://www.pcmag.com/article2/0,1895,2082435,00.asp
http://www.yourmobilephonereviews.co.uk/apple_iphone_reviews.htm
Most companies do this yes, but in the case of the iPhone (and other Apple products) this didn't happen. If you note the date from these reviews they are all from around the time of MacWorld. Several reporters did get to play with the iPhone including David Pogue but with supervision and for very little time. I believe there were only 2-3 iPhones at MacWorld.



















