CustomCell.h

@interface MyCell : UITableViewCell

+(NSString*)reuseId;
@property ( nonatomic, strong ) MyCellController* cellController;

@end

DataSource.m

-(UITableViewCell*)tableView:( UITableView* )tableView
       cellForRowAtIndexPath:( NSIndexPath* )indexPath
{
    MyCell* cell = [ tableView dequeueReusableCellWithIdentifier: [ MyCell reuseId ] ];
    if ( nil == cell )
    {
       // createCell
    }

    MyCellController* cellController = ....; // create or get one
    cell.cellController = cellController; // cell retains controller
    {
        cellController.otherUIStuff = ....; // take it from nib or code
        ...
        ...
        ...
    }

    MyCellModel* model = ....; // controller does not retain views
    [ cellController setModel: model ]; // may initiate asynchronous fetch

    return cell;
}

MyCellController.h

@interface MyCellController

@property ( nonatomic, weak ) UIView* contentView;
@property ( nonatomic, weak ) UILabel* textLabel;
@property ( nonatomic, weak ) UIXyz* otherUIStuff;

// may initiate asynchronous fetch
-(void)setModel:( MyCellModel* )model;

@end