iPhone and iPod touch: Syncing and merging data
The iPhone and iPod touch will sync certain content one way only (unidirectionally): either from the computer (Mac OS or Windows) to the iPhone/iPod touch or from the device to the computer, but not in both directions.
One-way Syncing (Unidirectional)
The iPhone and iPod touch will sync certain content one way only (unidirectionally) from the computer (Mac OS or Windows) to the iPhone/iPod touch or from the device to the computer. For example, with audio/video content such as music, movies, TV shows, and podcasts, the data will sync only from the computer to the device. You will not be able to modify this type of content from the iPhone/iPod touch. All changes will need to be made in iTunes or the computer that is syncing with the device. In a similar fashion, photos taken from the iPhone will only sync one way, from the device to the computer.
The one exception is Applications. Applications can be removed from the iPhone without connecting to iTunes.
Computer to iPhone/iPod touch (One-Way Sync)
▪ Audio/Video content
▪ Photos
▪ Applications
Purchased content syncing
▪ If purchased content is synced to your iPhone or iPod touch is not found on your computer the next time you sync, iTunes will offer to transfer these items back to your computer. Your computer must be authorized to use your iTunes Store account for this feature to work.
http://www.apple.com/iphone/how-to/#app-store.syncing-purchased-applications
http://www.apple.com/iphone/how-to/#itunes-store.syncing-purchased-content