The deadline for the free Lion upgrade has passed.
For those users who have purchased a Mac between June 6 and July 20, 2011 and that did not come with OS X Lion installed; they will be able to update their computers at no cost by processing the request directly with Apple so that via email, a code will be generated that can be used with their iTunes account and download OS X Lion or Lion Server for free.
The deadline for this process is Friday, August 19, 2011. After that date, users will have to pay for OS X Lion if they wish to upgrade their Mac purchased during that period.
Users who purchased a Mac on or after July 21, 2011 and did not have Lion installed can also complete this process.