The photos show actor James Badge Dale in the Iron Patriot Armor. In the comics, the Iron Patriot is piloted by Norman Osborn (Harry’s father in Spider-Man); but Dale is credited in Iron Man 3 as Eric Savin, who in the comics becomes the villain Coldblood-7. Since the film rights to the Spider-Man characters are currently held by Sony, who is releasing The Amazing Spider-Man this summer, it’s no wonder the character needed to be rejigged for the Iron Man universe.
So, with Dale alone we could see two different villains. This is in addition Ben Kingsley, who will play Iron Man’s arch nemesis, The Mandarin; and Ashley Hamilton, who is said to be playing Firepower.