Apple is hardly the first to have used "natural" scrolling.

While I have no idea who was, I do know that John Ousterhout's text editor and terminal emulators Mx and Tx used "natural scrolling", made pre-1989. Their scroll mechanism is shift + left/right click then drag, using "natural scrolling", e.g. push mouse up to scroll down. Left click scrolls normally, right click scrolls quickly.