iphone won't sync from itunes

I've read heaps of threads on iphone not syncing back with itunes, but I have the opposite problem. I've downloaded app updates onto itunes, and then sync'd my iphone, but it still registers the updates being needed. I've cleared some of them by just downloading onto my iphone direct but some app updates are too big and require me to do it through itunes.

When i go back into itunes, it says all apps are up to date ???!

 

oh my god i'm such an idiot, thank you! i was so concerned with ensuring 'sync new apps' that i missed the massive 'Sync apps' at the top of the screen!