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I bought a brand new (late 2011 MacBook pro last week). This offer applies only to 2012 models?
Apple's site says:
Customers who purchase a qualifying Mac between June 11, 2012 and the date when Mountain Lion is available in the Mac App Store ...
However, they don't specify what constitutes a "qualifying Mac".
 
Your computer should ship with mountain lion, if it arrives on August 7th, or is it only for computers ordered after the release?
It depends, if it downloads from the Mac App Store on your apple ID, then you should be able to download it again on your iMac. If it appears in software update, I'm afraid you won't be able to download it for free on another computer.
 
Apple's site says:

However, they don't specify what constitutes a "qualifying Mac".

Just above that paragraph it says, "a qualifying new Mac system". The second paragraph refers to the Macs that qualified. Which Macs qualify? New Macs bought on or after 11/06/2012. There are no new Macs that are excluded from this. As long as the Mac is bought after the date, it is a qualifying Mac.
 
I didn't bought it from apple store since we don't have official apple store here in Greece. I bought it from media markt and I doubt that they inform apple if and when they sell their apple products hehe.
 
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