[OkGoDoIt]

The keynote says you will set your own design which other people will see you when you call them. So it’s not based on the contact photo you have saved in your phone for someone, it’s based on the information they set to be shared with you. It was not explicitly mentioned whether or not this will apply to everyone or only people you have already had contact with. I can imagine it being like airdrop where it only shows you all of that if you’re in each other’s contact list rather than just for every single inbound phone call from some random person. The video demonstration also showed there were some settings that could be tweaked, so possibly you might be able to set an override for someone in your own contact list and display what you want rather than what they provide. But none of that was clarified in the video. So unless this gizmodo article has access to more details, they’re probably just describing their interpretation of it, and I will take those details with a grain of salt, until we have a developer beta for more detailed documentation to clarify.