While we have to look at the photograph with a skeptical eye, the plastic packaging in the photo does resemble the way that the Apple iPod touch is currently displayed. The 5th generation Apple iPod touch is sold in a similar plastic container with the device inside the container, covered with a transparent top.
The latest word we have is that Apple will introduce the Apple iPhone 5C and Apple iPhone 5S on September 18th with the actual launch taking place on September 27th. The Apple iPhone 5C will allegedly be similar to the Apple iPhone 5 but with a plastic shell and other key parts made from plastic to lower the build cost. Those buying the iPhone 5C will be able to select different from different colored shells. The phone is expected to help Apple compete in emerging markets with low-cost handsets like the Nokia Lumia 520.
source: Weiphone (translated) via AppleInsider