Right! See, the map $\phi$ goes from $A$ to $A/I$. Saying it goes from $\{ \text{ ideals of A containing I} \}$ to $\{ \text{ ideals of A/I} \}$ would be imprecise. $\phi$ does induce such a function, but it is not the function. But writing $\phi^{-1}(J)$ is correct, because it means the inverse image of $J$ under $\phi$.