Obviously, Apple didn’t want the Australian press publishing pictures of the Mobile Phone Finder people as the “first people to get an iPhone 5”.
Apple has no interest in giving random companies free press.
Can Mobile Phone Finder complain? Of course not. Apple can choose to sell or not sell the phone to whoever they want to. It’s not a human right to buy an Apple product, nor is it a right for companies to be able to piggyback on Apple’s brand for free PR.