Obviously this was not scheduled before River's death, unless you believe that Apple would reveal that there are two sizes to some random PR person weeks before the keynote.
Most likely one person is mass posting these to many, many celebrity accounts and didn't pay attention that one of the accounts should have been removed. (Also, the picture doesn't show a 2010 iPhone 4.)
Embarrassing for everybody involved, including Apple. I hate advertising, especially this sneaky kind.