That made me think: did Apple deliberately leak the images? Personally, I think Apple would never do such a thing. It's almost a yearly tradition that people get excited for the new iPhones 2-3 months before the event.
But from another perspective, it could be a good strategy to have many people order the iPhone or Apple Watch immediately after the announcement. This year's iPhones won't get much improvements over the iPhone X, but the new, leaked gold color could be a push factor for people to buy it.