The source that leaked it claimed that an Apple beta tester was the one behind the photo, and regretfully, did not want to reveal any more information than expected. Hence, we should always take all rumors with a pinch of salt, and this one even more so. While the image quality is not exactly the best, there is always a very small possibility that it could very well be true.
However, one would have to ask, just where the heck is the Health app that is located on the front display? If this was the real deal, surely Apple would do its bit to promote iHealth right in front of the box, right? Perhaps this is a knockoff of the iPhone 6 that hails from where else but China.