Architecture magazine Dezeen explains the process of being featured on Apple’s iPhone launch video (via MacRumors):
Apple contacted Dezeen earlier this year asking us to create a bespoke version of our home page and an editorial page for a possible future marketing campaign. Apple specified that both had to be free of external advertisements and social media buttons, but they did not give any details of how the pages might be used.
The pages we created for us by our long-term collaborators Zerofee. Besides the iPhone versions of Dezeen, we also created billboard-sized pages that may, or may not, appear in Apple Stores and outdoor advertising hoardings as part of the marketing push for the iPhone 5.