I am looking at Apple's "Contacts" application in OS 10.8, formerly the "Address Book".
In addition to the default fields for phone numbers — "work" and "mobile" — there is now a third field "iPhone" that appears in edit mode whenever both "work" and "mobile" are filled. If you click on this "iPhone" label and select something else from the menu instead, then your change is retained but as soon as your new field is filled, the window is immediately repopulated with an additional "iPhone" field. I don't see a simple way to make the iPhone label disappear from the edit window. It is not present in the record template (accessible as a pane in the preferences), but it appears whenever you edit a record and follow the steps I have described.
It is hard to understand what the people responsible for doing this imagine Apple's relationship is to the users of its products. Evidently I am supposed to view an iPhone as something different from a mobile phone, and make a note when my contacts have an iPhone rather than some other brand.
I hope the company undoes this piece of overweening self-promotion soon. It is a most unwelcome marketing intrusion into my working space. To call it offensive does not sufficiently reflect the strength of my feelings.