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I have an alternate theory on what the deal is with the Phantom...

My prediction is that Toon Zelda is going to also make an appearance in the game, with this image effectively being a subtle teaser for it. While regular Zelda would transform into Sheik as always, Toon Zelda would become Phantom Zelda, and what we're seeing is Phantom Zelda in a scene, but without it being marked as Phantom Zelda.

I have further evidence to support this. Here's a regular Phantom, from Phantom Hourglass:

Notice the shield. Now, here's a Phantom from Spirit Tracks:

Again, notice the shield. Now, which of these shields is the Phantom holding in the Smash image? That's right, the Spirit Tracks one. The colour scheme of the Phantom itself also matches (in PH, they're grey; in ST, they're more purple/pink - this one is clearly purple/pink).

It's just speculation, of course, but it would certainly make for an unique character, by being a small and nimble magic-user in one form and a huge, slow, and sword-wielding powerhouse in the other form.