IMD is generally much more audible than HD because the tones do not fall on the harmonic series (natch) and so stick out more. IMD adds dissonance.
Haven't read the thread or anything else but "non-coherent" is a little puzzling to me as well without them providing a definition. Seems pretty incoherent of them...
Apple doesnt speak about non-coherent distortion. That was just an example about newer metrics that apparently do a better job at predicting listener experience than THD. I believe it was two guys at Harman who came up with it: https://www.researchgate.net/public...n_Using_a_Multitone_Stimulus_and_Noncoherence