It looks like your constraints aren't set properly, as the cell is shorter than the image's height.
Using AutoLayout and self-sizing cells is the easiest way to handle what you want to do. Once your constraints are setup properly for your custom cell, tableView:cellForRowAtIndexPath:
can call dequeueReusableCellWithIdentifier:forIndexPath:
and all the subview layout will be handled for you.
See the detailed walkthrough by smileyborg in his answer to Using Auto Layout in UITableView for dynamic cell layouts & variable row heights.
He also provides workarounds for the minor issue with the initial cell width being based on the storyboard cell, instead of the tableView width. I worked around it by setting the cell's initial width to the tableView's width, as Rasputin had suggested.