Media & Entertainment

After numerous rejections, Struck’s dating app for the Co-Star crowd hits the App Store

Comment

Image Credits: Struck

Founded by former Apple engineers, a new app called Struck wants to be the Tinder for the Co-Star crowd. In other words, it’s an astrology-based matchmaker. But it took close to 10 attempts over several months for the startup to get its app approved by Apple for inclusion in the App Store. In nearly every rejection, app reviewers flagged the app as “spam” either due to its use of astrology or, once, simply because it was designed for online dating.

Apple continually cited section 4.3 of its App Store Review Guidelines in the majority of Struck’s rejections, with the exception of two that were unrelated to the app’s purpose. (Once, it was rejected for use of a broken API. Another rejection was over text that needed correction. It had still called itself a “beta.”)

The 4.3 guideline is something Apple wields to keep the App Store free from what it considers to be clutter and spam. In spirit, the guideline makes sense, as it gives Apple permission to make more subjective calls over low-quality apps.

Today, the guideline states that developers should “avoid piling on to a category that is already saturated,” and reminds developers that the App Store has “enough fart, burp, flashlight, fortune telling, dating, and Kama Sutra apps, etc. already.”

In the document, Apple promises to reject anything that “doesn’t offer a high-quality experience.”

Image Credits: Struck

This guideline was also updated in March to further raise the bar on dating apps and create stricter rules around “fortune-telling” apps, among other things.

Struck, unfortunately, found itself in the crosshairs of this new enforcement. But while its app may use astrology in a matchmaking process, its overall design and business model is nowhere close to resembling that of a shady “fortune-telling” app.

In fact, Struck hasn’t even implemented its monetization model, which may involve subscriptions and à la carte features at a later date.

Rather, Struck has been carefully and thoughtfully designed to provide an alternative to market leaders like Tinder. Built by a team of mostly women, including two people of color and one LGBTQ+ team member, the app is everything mainstream dating apps are not.

Image Credits: Struck

Struck doesn’t, for example, turn online dating into a Hot-or-Not style game. It works by first recommending matches by way of its understanding of users’ detailed birth charts and aspects. But you don’t have to be a true believer in astrology to enjoy the experience. You can use the app just for fun if you’re open-minded, the company website says. “Skeptics welcome,” it advertises.

And while Tinder and others tend to leverage psychological tricks to make their apps more addictive, Struck aims to slow things down in order to allow users to once again focus on romance and conversations. There are no endless catalogs of head shots to swipe upon in Struck. Instead, it sends you no more than four matches per day and you can message only one of the four.

Image Credits: Struck

The app’s overall goal is to give users time to analyze their matches’ priorities and values, not just how they appear in photos.

If anything, this is precisely the kind of unique, thoughtfully crafted app the App Store should cater to, not the kind it should ban.

“We come from an Apple background. We come from a tech background. We were very insistent on having a good, quality user interface and user experience,” explains Struck co-founder and CEO Rachel Lo. “That was a big focus for us in our beta testing. We honestly didn’t expect any pushback when we submitted to the App Store,” she says.

Image Credits: Struck

But Apple did push back. After first submitting the app in May, Struck went through around nine rounds of rejections where reviewers continued to claim it was spam simply for being an astrology-based dating application. The team would then pull out astrology features hoping to get the app approved… with no luck. Finally, one reviewer told them Struck was being rejected for being a dating app.

“I remember thinking, we’re going to have to shut down this project. There’s not really a way through,” recounts Lo. The Struck team, in a last resort, posted to their Instagram page about their struggles and how they felt Apple’s rejections were unfair given the app’s quality. Plus, as Lo points out, the rejection had a tinge of sexism associated with it.

“Obviously, astrology is a heavily female-dominated category,” she says. “I took issue with the guideline that says ‘burps, farts and fortune-telling apps.’ I made a fuss about that verbiage and how offensive it is for people in most of the world who actually observe astrology.”

Image Credits: Struck

Despite the founders’ connections within the technology industry, thanks to their ex-Apple status and relationships with journalists who would go on to plead their case, Struck was not getting approved.

Finally, after several supporters left comments on Apple VP Lisa Jackson’s Instagram where she had posted about WWDC, the app was — for unknown reasons — suddenly given the green light. It’s unclear if the Instagram posts made a difference. Even the app reviewer couldn’t explain why the app was now approved, when asked.

The whole debacle has soured the founders on the way Apple today runs its App Store, and sees them supportive of the government’s antitrust investigations into Apple’s business, which could result in new regulations.

“We had no course of action. And it felt really, really wrong for this giant company to basically be squashing small developers, says Lo. “I don’t know what’s going to become of our app — we hope it’s successful and we hope we can build a good, diverse business from it,” she continues. “But the point was that we weren’t even being given the opportunity to distribute our app that we had spent nine months building.”

Image Credits: Struck

Though Apple is turning its nose up at astrology apps, apparently, you don’t have to take astrology to heart to have fun with apps like Struck or those that inspired it, such as Co-Star. These newer Zodiac apps aren’t as obsessed with predicting your future as they are with offering a framework to examine your emotions, your place in the world and your interpersonal relationships. That led Co-Star to snag a $5 million seed round in 2019, one of many astrology apps investors were chasing last year as consumer spend among the top 10 in this space jumped 65% over 2018.

Struck, ultimately, wants to give the market something different from Tinder, and that has value.

“We want to challenge straight men since it is — quote unquote — a traditionally feminine-looking app,” says Lo. “For us, it’s 2020. It’s shocking to us that every dating app looks like a slot machine. We want to make something that has a voice and makes women feel comfortable. And I think our usership split between the genders kind of proved that.”

Struck is live today on the App Store — well, for who knows how long.

It initially caters to users in the Bay Area and LA and will arrive in New York on Friday. Based on user feedback, it will slowly roll out to more markets where it sees demand.

More TechCrunch

Companies are always looking for an edge, and searching for ways to encourage their employees to innovate. One way to do that is by running an internal hackathon around a…

Why companies are turning to internal hackathons

Featured Article

I’m rooting for Melinda French Gates to fix tech’s broken ‘brilliant jerk’ culture

Women in tech still face a shocking level of mistreatment at work. Melinda French Gates is one of the few working to change that.

3 hours ago
I’m rooting for Melinda French Gates to fix tech’s  broken ‘brilliant jerk’ culture

Blue Origin has successfully completed its NS-25 mission, resuming crewed flights for the first time in nearly two years. The mission brought six tourist crew members to the edge of…

Blue Origin successfully launches its first crewed mission since 2022

Creative Artists Agency (CAA), one of the top entertainment and sports talent agencies, is hoping to be at the forefront of AI protection services for celebrities in Hollywood. With many…

Hollywood agency CAA aims to help stars manage their own AI likenesses

Expedia says Rathi Murthy and Sreenivas Rachamadugu, respectively its CTO and senior vice president of core services product & engineering, are no longer employed at the travel booking company. In…

Expedia says two execs dismissed after ‘violation of company policy’

Welcome back to TechCrunch’s Week in Review. This week had two major events from OpenAI and Google. OpenAI’s spring update event saw the reveal of its new model, GPT-4o, which…

OpenAI and Google lay out their competing AI visions

When Jeffrey Wang posted to X asking if anyone wanted to go in on an order of fancy-but-affordable office nap pods, he didn’t expect the post to go viral.

With AI startups booming, nap pods and Silicon Valley hustle culture are back

OpenAI’s Superalignment team, responsible for developing ways to govern and steer “superintelligent” AI systems, was promised 20% of the company’s compute resources, according to a person from that team. But…

OpenAI created a team to control ‘superintelligent’ AI — then let it wither, source says

A new crop of early-stage startups — along with some recent VC investments — illustrates a niche emerging in the autonomous vehicle technology sector. Unlike the companies bringing robotaxis to…

VCs and the military are fueling self-driving startups that don’t need roads

When the founders of Sagetap, Sahil Khanna and Kevin Hughes, started working at early-stage enterprise software startups, they were surprised to find that the companies they worked at were trying…

Deal Dive: Sagetap looks to bring enterprise software sales into the 21st century

Keeping up with an industry as fast-moving as AI is a tall order. So until an AI can do it for you, here’s a handy roundup of recent stories in the world…

This Week in AI: OpenAI moves away from safety

After Apple loosened its App Store guidelines to permit game emulators, the retro game emulator Delta — an app 10 years in the making — hit the top of the…

Adobe comes after indie game emulator Delta for copying its logo

Meta is once again taking on its competitors by developing a feature that borrows concepts from others — in this case, BeReal and Snapchat. The company is developing a feature…

Meta’s latest experiment borrows from BeReal’s and Snapchat’s core ideas

Welcome to Startups Weekly! We’ve been drowning in AI news this week, with Google’s I/O setting the pace. And Elon Musk rages against the machine.

Startups Weekly: It’s the dawning of the age of AI — plus,  Musk is raging against the machine

IndieBio’s Bay Area incubator is about to debut its 15th cohort of biotech startups. We took special note of a few, which were making some major, bordering on ludicrous, claims…

IndieBio’s SF incubator lineup is making some wild biotech promises

YouTube TV has announced that its multiview feature for watching four streams at once is now available on Android phones and tablets. The Android launch comes two months after YouTube…

YouTube TV’s ‘multiview’ feature is now available on Android phones and tablets

Featured Article

Two Santa Cruz students uncover security bug that could let millions do their laundry for free

CSC ServiceWorks provides laundry machines to thousands of residential homes and universities, but the company ignored requests to fix a security bug.

2 days ago
Two Santa Cruz students uncover security bug that could let millions do their laundry for free

TechCrunch Disrupt 2024 is just around the corner, and the buzz is palpable. But what if we told you there’s a chance for you to not just attend, but also…

Harness the TechCrunch Effect: Host a Side Event at Disrupt 2024

Decks are all about telling a compelling story and Goodcarbon does a good job on that front. But there’s important information missing too.

Pitch Deck Teardown: Goodcarbon’s $5.5M seed deck

Slack is making it difficult for its customers if they want the company to stop using its data for model training.

Slack under attack over sneaky AI training policy

A Texas-based company that provides health insurance and benefit plans disclosed a data breach affecting almost 2.5 million people, some of whom had their Social Security number stolen. WebTPA said…

Healthcare company WebTPA discloses breach affecting 2.5 million people

Featured Article

Microsoft dodges UK antitrust scrutiny over its Mistral AI stake

Microsoft won’t be facing antitrust scrutiny in the U.K. over its recent investment into French AI startup Mistral AI.

2 days ago
Microsoft dodges UK antitrust scrutiny over its Mistral AI stake

Ember has partnered with HSBC in the U.K. so that the bank’s business customers can access Ember’s services from their online accounts.

Embedded finance is still trendy as accounting automation startup Ember partners with HSBC UK

Kudos uses AI to figure out consumer spending habits so it can then provide more personalized financial advice, like maximizing rewards and utilizing credit effectively.

Kudos lands $10M for an AI smart wallet that picks the best credit card for purchases

The EU’s warning comes after Microsoft failed to respond to a legally binding request for information that focused on its generative AI tools.

EU warns Microsoft it could be fined billions over missing GenAI risk info

The prospects for troubled banking-as-a-service startup Synapse have gone from bad to worse this week after a United States Trustee filed an emergency motion on Wednesday.  The trustee is asking…

A US Trustee wants troubled fintech Synapse to be liquidated via Chapter 7 bankruptcy, cites ‘gross mismanagement’

U.K.-based Seraphim Space is spinning up its 13th accelerator program, with nine participating companies working on a range of tech from propulsion to in-space manufacturing and space situational awareness. The…

Seraphim’s latest space accelerator welcomes nine companies

OpenAI has reached a deal with Reddit to use the social news site’s data for training AI models. In a blog post on OpenAI’s press relations site, the company said…

OpenAI inks deal to train AI on Reddit data

X users will now be able to discover posts from new Communities that are trending directly from an Explore tab within the section.

X pushes more users to Communities

For Mark Zuckerberg’s 40th birthday, his wife got him a photoshoot. Zuckerberg gives the camera a sly smile as he sits amid a carefully crafted re-creation of his childhood bedroom.…

Mark Zuckerberg’s makeover: Midlife crisis or carefully crafted rebrand?