Why does itunes still tell med to restore my new iphone when i already have?

When i plug in my new iphone 4s, it still asks me how i want to set it up as, a new iphone or restore it. I have already restored it twice but it still comes up. I was wondering how to get it to stop doing that, or when it will stop.also, how do you download music from your computer to your phone!

Setup, new then restore off a back up if nessasary