Q: I have a iPhone 7 ordered and I don't like the colour so when it arrives can I swap the colour at apple for free

Hi

Apple offers a 14 days Standard Return Policy.

If you purchased your iPhone from Apple, it can be returned within that period, including to any Apple Retail Store. Exchanges are subject to in-store stock availability.

More information:

http://www.apple.com/shop/help/returns_refund

If it hasn't shipped yet, you could cancel your order, and order a different one.  However, you may have to wait a little longer.

Good luck and let us know what you decide

Yes, it applies to products that are delivered, having been bought from Apple online.