The difference for the tablets is not confusing at all - ARM tablets designed like an Ipad with a "built-in OS" have RT and the other ones act like pc's and have a full version of Windows on them.

MS previously has released weak mobile OS's but they've clearly been building for this Win8 move for several years.  This is a long-term strategy about to be unfurled and thus far it's generating a whole lot of positive buzz outside of blogger/twitter circles, ie in the real world.

Apps are overstated - a mobile phone needs a few key apps and services.  Most "apps" are novelties or games.   Meanwhile Microsoft just demonstrated an overhauled Office 2013 and an entire OS designed for mobile.  They've been moving in this direction for years and are offering a complete package.  It's the best mobile/tablet/OS integration thus far.  

As for Win8 phone they're literally going to eat RIM's lunch. I'm going to replace all of my business blackberries with Windows mobile phones almost certainly.  And all of the new pc's I buy will be Windows 8.  And once I see some details on these tablets I will probably deploy a number of them to replace laptops.  The RT edition ones will be cheap - and their biggest weakness at first glance (no domain access) has turned out to be a clever security move on MS part.

Microsoft makes its money in the Enterprise.  Windows 8  is a winner, and Windows Phone 8 should be the same.  The one thing Iphone and Android can't compete with RIM on is BES.  Blackberries are king of email - the primary feature for business phones. MS happens to be the biggest email server vendor in the world by a large margin and offer the best integration.  Exchange sync on Windows mobile is the only thing I trust to replace BES - and it's cheaper, too.

On the consumer end Windows Phone will have plenty of games and media features.  MS has built quality in this area for years and has deep market penetration on the gaming side via Xbox.

I personally have an Iphone and use a mac at home - I have no inherent loyalty here.  My favorite phone ever was a Nokia but there was nothing new to replace it with so I got the Iphone.  I've had Windows mobile in the past iterations and it was promising but the hardware was garbage (Motorola, etc).  An actually good windows mobile OS plus Nokia hardware?  It's going to be the best thing on the market.