“I want to do some crazy stuff,” Jason Keats says with a laugh. “I want to bring back that GEM phone.”
He reaches behind him and pulls the strikingly slender device off a shelf. The battery’s dead, but as a prop, it still works. Essential released images of the prototype device in October 2019 — roughly four months before the company closed its doors. All that remains now are a handful of devices and the dreams of some of its co-creators like Keats, who would go on to found OSOM a few months after Essential’s demise.
“It’s a new way to interact with your device,” Keats explains. “It actually worked really well one-handed with a big screen, a quality camera. It was so easy to use. And the length allowed us to have a good diversity of antennas inside the device, even though it was a small form factor.”
Image Credits: Essential
OSOM’s first phone, unveiled late last year, shares more design DNA with Essential’s first handset, the PH1. From a pure hardware design perspective, it’s not especially adventurous. Keats notes, as an aside, that people have stopped him on the street to ask whether it’s the iPhone 14 while he’s using it.
“Our first product needs to be a more traditional device,” OSOM’s co-founder/CEO explains. “You can’t be like, ‘here’s a crazy brand with a crazy thing.’ You’re gonna sell like five.”
So the Bay Area company went for a far more straightforward design with the OV1. It’s a premium flagship, devoid of the glitz of, say, Nothing’s first product. It is, among other things, a pragmatic framework on which the firm can execute future experiments — a sign of a serious company selling a product on serious concerns like user privacy.
As we discovered last month, however, the OV1 will never see the light of day. In its place comes the Saga, a device branded by blockchain startup, Solana, that offers the promise of a web3-first mobile experience. It is, effectively, the OV1 with a slightly different paint job (one of Solana’s requests was the addition of green buttons to match the company’s branding) and the blockchain company’s web3 software stack.
Image Credits: OSOM
Keats says he was introduced to Anatoly Yakovenko through a mutual friend when the Solana Labs CEO explained that the company was looking for a hardware maker to bring its dream of a blockchain-focused mobile device to life. The pair chatted over Signal and met over coffee a week later.
“We realized there were such parallels between our fields and our visions for the future that meshed,” Keats says. “He needed someone who could build hardware and arrange for it to be manufactured, who knew the players in Asia to actually build a quality device. We needed a user and a customer base that was excited about consumer choice, self-custody and individual privacy.”
Keats won’t disclose specifics of the deal, only explaining that suddenly OSOM has far less concern about its future. “They’re our exclusive launch partner, and there are certain MOQs (minimum order quantity) that are involved in it. They’ve made an investment in the company that guaranteed our future.”
The deal finds the already-delayed device’s release moving from Q4 of this year to “early 2023.” With the additional months ahead of release, OSOM opted to improve the camera sensor and bump up the RAM and storage, from 8/128GB to 12/256GB. Those numbers came with a price increase, pushing the device from the earlier promise of “well under” $1,000 to right around it.
Image Credits: Solana
“I said, look guys, first device, sell it for $1,000 and show that you’re selling a $1,600 phone for $1,000,” Keats explains. “That says a lot about what we’re willing to do. We’re trying to build that community, and building a super premium phone. The other side of that is it leaves us a window to do a lower cost version in the future.”
OSOM’s decision to partner out of the gate is understandable. The U.S. phone market was regarded as nearly impossible to crack well before sales figures began dropping. Launching a new handset from a new mobile company seems like a recipe for disaster. Essential — with its pedigree and hype — reportedly sold fewer than 90,000 units its first year in existence.
Keats cites Nothing founder Carl Pei’s knack for building an organic fanbase as inspiration for OSOM’s attempts to break into the U.S. market (Nothing, too, is betting on crypto/web3 in a big way). The promise of a privacy-focused handset with good specs and vanilla Android sounds good, but does all of that add up to product that can truly differentiate itself in a mature and saturated market place whose sales have consolidated among a few big players?
Image Credits: OSOM
A crypto-focused deal differentiates the product in a crowded market without a radical Hail Mary like the GEM design, which can then be served up to Solana’s loyal fanbase. Keats says striking a deal wasn’t make or break at this early stage, but certainly gives OSOM a lot more breathing room than it might have otherwise.
How long the exclusivity deal with Solana will last isn’t clear. And while there’s some concern that focusing so heavily on the crypto market will serve to pigeonhole the product out of the gate, Keats notes that users can uninstall the Solana stack if they’re just looking for a new Android device without all of the web3 stuff. Availability will be limited at launch, regardless, as the companies focus on getting the product in developers’ hands. More general availability will follow later.
“In the next month or two, they’re gonna announce some pretty fun stuff for their developers and for early adopters,” Keats explains.
As for the future, alongside the wacky form factors, one can look toward various patents Essential was granted in its short life. The list includes several focused on imaging, including the drive to create an under-display camera that doesn’t suck.
“Some of [the patents] we own now,” says Keats. “The ones I cared about belong to OSOM. And we’ve filed 20 or 30 at this point, as well.”
Why OSOM went web3
Архив метки: Bay Area
After numerous rejections, Struck’s dating app for the Co-Star crowd hits the App Store
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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.
After numerous rejections, Struck’s dating app for the Co-Star crowd hits the App Store