The appearance of the cell is configured in tableView:willDisplayCell . So, to answer your question, yes, it is by design. Accessory aspects and cell contentView subparagraphs must be changed / assigned in cellForRowAtIndexPath .
From the documentation for tableView:willDisplayCell:forRowAtIndexPath: ::
The table view sends this message to its delegate just before it uses the cell to draw a row, thereby allowing the delegate to customize the cell object before it is displayed. This method gives the delegate the opportunity to override the state properties that were previously set in table form, such as selection and background color. After the delegate returns, only the alpha and frame properties are set in the table view, and then only when the lines are animated when they enter or exit.
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