Old and new through the liquid glass.
My first job, I was in-house at a fur company with this old pro copywriter, Greek, named Teddy. And Teddy told me the most important idea in advertising is “new”. Creates an itch. You simply put your product in there as a kind of calamine lotion. But he also talked about a deeper bond with the product: nostalgia. It’s delicate, but potent.
– Don Draper (Mad Men Season 1, Episode 13 – “The Wheel”)
I was reminded of this Don Draper quote from one of my all-time favorite TV scenes – the Kodak Carousel pitch – when reflecting upon my contrasting feelings about iOS and iPadOS 26 a few weeks ago. Some of you may be wondering what I’m doing here, starting my annual review of an operating system with a Mad Men reference. But here we are today, with an eye-catching iOS update that, given the circumstances, is betting it all on the glittering allure of a new visual design, and a tablet operating system that comes full circle with old, almost nostalgic functionalities repurposed for the modern age.
I’ve spent the past three months using and working with iOS and iPadOS 26, and there’s this idea I keep coming back to: the old and new coexist in Apple’s software strategy this year, and they paint a hyperrealistic picture of a company that’s stuck in a transition phase of its own making.








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