As much as I did not particularly care for the management style of Steve Jobs, as far as I know, he was the one that first used the term.
Edited to add:
This just happened recently. Maybe you'll appreciate it.
15 years ago or so (before the term "technical debt" got widespread usage) management kept asking why we working on so many bugs. The solution was to label them as "enhancements".
Just recently within the past year, I saw the exact same thing happen again.
Amazon took that to heart. Seems to have worked out for them.