It happened with the iPad back in April, and it's happening with the iPhone 4 now: Apple sent some review units to the most important blogs and the reviews are starting to come in.
Check out the excerpts we've collected after the break.
Joshua Topolsky - Engadget
"The iPhone 4 is the best smartphone on the market right now. The combination of gorgeous new hardware, that amazing display, upgraded cameras, and major improvements to the operating system make this an extremely formidable package. Yes, there are still pain points that we want to see Apple fix, and yes, there are some amazing alternatives to the iPhone 4 out there. But when it comes to the total package — fit and finish in both software and hardware, performance, app selection, and all of the little details that make a device like this what it is — we think it’s the cream of the current crop."
David Pogue - The New York Times
"Now, the iPhone is no longer the undisputed king of app phones. In particular, the technically inclined may find greater flexibility and choice among its Android rivals, like the HTC Incredible and Evo. They’re more complicated, and their app store not as good, but they’re loaded with droolworthy features like turn-by-turn GPS instructions, speech recognition that saves you typing, removable batteries and a choice of cell networks.
If what you care about, however, is size and shape, beauty and battery life, polish and pleasure, then the iPhone 4 is calling your name."
Xeni Jardin - Boing Boing
"The display is a huge leap forward. It's really crisp, and hues are more true. Side by side, the 3GS display and the iPhone 4 display show that the earlier device gives off warmer hues, more peach/red/yellow casts. The iPhone 4 seems more true to life. This is particularly noticeable when you are reading large stretches of text, or comparing one photo on both devices, side by side. On iPhone 4, whites are whiter, blacks are blacker, and the fonts really pop. It makes long reading sessions much more comfortable, and reading things in low light and high light environments are easier than before."
Walt Mossberg - Wall Street Journal
"Just as with its predecessors, I can't recommend this new iPhone for voice calling for people who experience poor AT&T reception, unless they are willing to carry a second phone on a network that works better for them.
For everyone else, however, I'd say that Apple has built a beautiful smartphone that works well, adds impressive new features and is still, overall, the best device in its class."