Let me address this in a narrow band. It's a good user experience when we limit our discussion to the user experience on the phone itself, removing programming considerations from a developer POV, and from an "I bought an app for my PC but it doesn't run on my phone" POV. I don't think people currently expect their phones to be like their desk/laptop OS environments. You have a valid point that MS are being misleading with the naming convention, but again, user expectation probably doesn't lead to much in the way of true confusion here.
I've never owned a Mac (iPhones yes, Mac no), so I can't say with 100% certainty, but I'm pretty sure the experience on one is vastly different from the other. Android, true, has some cross-formfactor success, but from phone to desktop (Android to Linux) we're looking at a new app again, so I wouldn't think people, tech-savvy or not, will be confused too much.
I hope you don't take this as argumentative - I simply like using my Windows Phone 8 / 8.1 phone, more than I liked my iPhones, more than I enjoyed using my wife's Android phone. I did state, MS' marketing strategy is crap, no doubt. I have shunned Windows 8 for the desktop so far, though I've had co-workers tell me it's fine, they just chuck the "Metro" side of things (in which case... it's Win 7 again with a few enhancements).
MS is doing so little on the consumer side right these days, let's highlight what they get right (competition drives innovation, right?) and encourage people to at least consider it as a viable option for their choice of mobile phone.