Not that Apple has perfect UI's (The clock dial is awful) but I feel like the ideas expressed in this article are that a UI should be designed as if the user is

Not that Apple has perfect UI's (The clock dial is awful) but I feel like the ideas expressed in this article are that a UI should be designed as if the user is always using it for the first time. And that simply isn't true. With such a small screen a lot of things need to be considered, such as how easy is it to press a button without moving the hand and if this means sacrificing some natural ease of use - so be it. The user will still quickly learn how the UI works and adapt quickly.