Apple has agreed to buy PullString, a San Francisco-based startup that allows the design and publishing of voice apps. Their website says: "Collaborative design, prototype and publishing of voice mail applications for Amazon Alexa." Beyond the general market Voice Apps, the company also focuses on entertainment, healthcare and financial services that fit well with Apple's commitment to healthcare and Apple Pay.
With Apple's launch of the entertainment service later this fall, PullString's tools and expertise can quickly bring Siri up to date to better compete with Alexa and Google Assistant, and perhaps promote Apple TV with voice commands to control channels and content in the future.
The PullString site reports that the company was founded in 2011 by former Pixar executives to realize the dream of higher fidelity PC conversation.
PullString has offered the most powerful technology, tools and techniques in the market for designing, prototyping and publishing voice applications and conversation experiences.
Their cloud-based software is used by organizations such as Mattel, Samsung, Activision and many others to create award-winning conversation experiences.
Cullounder and CEO of PullString is Oren Jacob, when he at Pixar developed a brand new animation system, using the new system was "Brave."
Under "about PullString" they note that they work at Intersection of Creative Expression and Artificial Intelligence . 
Axios, who broke the news, noted in his report that PullString "later expanded its near with the introduction of such IoT products as Amazon Echo and Google Assistant. "