How Struck Overcame Apple’s App Store Rejections to Launch Its Unique Dating Platform
Founded by former Apple engineers, Struck is a groundbreaking dating app designed for astrology enthusiasts—dubbed the “Tinder for the Co-Star crowd.” However, its journey to the App Store was anything but smooth. The startup faced nearly 10 rejections over several months, with Apple repeatedly flagging the app as “spam” due to its astrology-based matchmaking and online dating focus.
Apple’s Controversial App Store Guidelines
Most rejections cited Section 4.3 of Apple’s App Store Review Guidelines, which aims to prevent “clutter” by discouraging apps in saturated categories like dating and fortune-telling. The guideline explicitly mentions:
“Avoid piling on to a category that is already saturated… The App Store has enough fart, burp, flashlight, fortune telling, dating, and Kama Sutra apps, etc. already.”
Apple updated these rules in March 2020, tightening restrictions on dating and “fortune-telling” apps. Struck, unfortunately, became collateral damage—despite its polished design and thoughtful approach to matchmaking.
Image Credits: Struck
What Makes Struck Different?
Unlike mainstream dating apps, Struck emphasizes quality over quantity. Key features include:
- Astrology-Driven Matches: Uses detailed birth charts and astrological aspects to recommend compatible partners.
- Slow Dating: Limits users to four curated matches per day, encouraging deeper connections.
- Inclusive Design: Built by a diverse team (mostly women, including LGBTQ+ and POC members) to prioritize comfort and authenticity.
- No Addictive Mechanics: Avoids endless swiping and psychological tricks common in apps like Tinder.
Image Credits: Struck
A Battle for Approval
After months of rejections, Struck’s team—led by ex-Apple engineer and CEO Rachel Lo—took their case public. They highlighted Apple’s inconsistent enforcement and even called out the guideline’s dismissive language toward astrology, a practice deeply rooted in many cultures.
“Astronomy is a heavily female-dominated category… I took issue with the guideline that says ‘burps, farts, and fortune-telling apps.’ It’s offensive to millions who observe astrology,” Lo explained.
After supporters rallied on social media—including comments on Apple VP Lisa Jackson’s Instagram—Struck was mysteriously approved. Apple never clarified why.
The Bigger Picture: App Store Scrutiny
Struck’s ordeal highlights broader concerns about Apple’s opaque App Store policies, which are now under antitrust investigation. Lo voiced her frustration:
*“We had no course of action. It felt wrong for this giant company to squash small developers without explanation.”
Why Astrology Apps Are Thriving
Despite Apple’s skepticism, astrology apps like Co-Star have seen explosive growth, with consumer spending up 65% in 2019. These apps aren’t about predicting the future—they offer frameworks for self-reflection and relationship insights.
Image Credits: Struck
What’s Next for Struck?
Now live in the App Store, Struck is initially targeting users in the Bay Area, LA, and New York, with plans to expand based on demand. Its mission remains clear:
“We want to challenge the status quo. Dating apps shouldn’t look like slot machines. Women—and everyone—deserve a space where they feel comfortable,” says Lo.
Will Struck disrupt the dating app market? Only time—and the stars—will tell.
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