Why? It's literally the whole reason for that article. It's "hidden" because these older people are too scare to even click on a setting button.

Maybe I suck at the Socratic method. Maybe the onboarding should be much easier. I think that if people must ask a friend to set up the phone, something has failed. It should just work and setup should be optional. If you wanted to migrate all your data and settings from a previous phone, you should be able to do that later, without wiping your phone. There's a lot yet to do in UX, not much explored. Apple really owns the "slick" game but they could spend some effort on the next billion customers.

It doesn't matter how easy a particular procedure is on an iPhone or anything else if the person trying to use it is so scared of technology that they don't even try.

I know many people (yes, most of them older) for whom the idea of trying to look at an unfamiliar process on a computer (including smartphones) and see if it's something they can do themselves is just a completely alien idea. If it's not something they're already familiar with, it's Scary Technology Stuff, and they need a Technology Person to handle it for them.