the average person wants a simple device that's easy to operate. And that's where IMHO Apple may fill the bill with the iPodPhoneTouch.
I'm not sure you can really say Apple is more user friendly. Selling more devices might not necessarilly mean it's more user friendly, though it might mean it has a more attractive hardware design, a fashion statement and a user interface that appeals to non technophile users.
Archos could probably fix this attractiveness gap by simply updating the firmware to provide a copy of the smooth scrolling for both the browser and for scrolling in lists of files. Already Archos is trying to get more appeal to the non-geek consumer by coloring the Gen5 in that fashionable white color. Although I'd prefer that scrolling effect to be optionnal in the settings. Cause I still think there is a difference also between attractiveness and usefulness of a user interface. 3D desktops of Vista and Linux Beryl might look cool at first, but you quickly can measure that users are more effective using normal 2D graphics for desktop environment for most usage scenarios. The same kind of thing can be said about consoles, PS3 should provide the most attractive realistic gaming, still people want the Wii which provides more real gaming instead of fake gaming.
Am I saying iPod Touch and the iPhone provides a fake pocket multimedia experience. Not really since the tasks those are handling are so basic, you cannot really fake music/video/photo playback no matter how many attractive animations you put in there between each menu to impress the techno newbies. Although when it comes to more then being an Mp3 player, then I think that iPod is faking it, and for being more then a phone, the iPhone is also faking it. Ultimately, the early adopters will be disappointed when they realise how limited the hardware value actually is. Already early iPhone adopters feel cheated by the exceeding 2000 dollar contract that they signed for on a hardware and a service plan that offers them a situation that is not future proof.