Why did Apple take the ‘ding’ out of the universe?

The Mac startup chime is iconic. I see it as being like the heartbeat of the platform. It pleases me when I hear that “ding” when I start my Mac up, but it’s not just the startup music that Apple seems to have lost in its latest MacBook Pro product intro.

Where’s the ding?

It’s all about hearing the chime. You see, once the magical appeal of the new Touch Bar waned, many committed Mac users eventually found they felt a little deflated. It’s no surprise, because Apple’s top brass gave us no insight into the future of the company’s desktop products. This has left pro users feeling ignored and you can’t really blame them. Some key Macs haven’t been updated for years. This undermines Tim Cook’s September promise, “I love the Mac and we are very committed to it.”

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