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Illustration: Rebecca Zisser/Axios

Apple has agreed to buy Pullstring, a San Francisco-based startup that enables the design and publishing of voice apps, Axios has learned from multiple sources.

Why it matters: This could help Siri better compete with Alexa.

Background: Pullstring was founded in 2011 by a group of former Pixar executives, and originally was used to power interactive voice apps for toys (including Hello Barbie in 2015). It later broadened its approach with the introduction of such IoT products as Amazon Echo and Google Assistant.

  • It raised around $44 million in venture capital, from firms like CRV, Greylock, True Ventures, Khosla Ventures and First Round Capital. According to PitchBook, its most recent post-money valuation was just north of $160 million.
  • The upfront deal value is said to be around $30 million, plus around $10 million in potential earn-outs for management. That would include CEO Oren Jacob, who once served as Pixar's CTO.

Voice is seen as one of the next big things and Apple has been way behind both Google and Amazon in terms of adoption and being open to developers. Making it easier to write voice apps combined with a more open Siri could help close the gap, even though both Google and Amazon continue to invest heavily in voice.

Apple was not immediately available for comment.

Go deeper

California wildfire explodes in size, destroys historic town

Battalion Chief Sergio Mora looks on as the Dixie fire burns through downtown Greenville, Calif. on Aug. 4, 2021. Photo: Josh EdelsonAFP via Getty Images

The small Sierra town of Greenville, California, was heavily damaged on Wednesday night into early Thursday as the Dixie Fire surged northward amid high winds, extremely dry air and hot temperatures.

The latest: The Dixie Fire, California's biggest blaze, continued to threaten communities in Plumas County into Thursday night, as more mandatory evacuation orders were issued in the region.

Updated 2 hours ago - Politics & Policy

Top labor leader Richard Trumka dies unexpectedly at 72

Photo: Samuel Corum/Getty Images

AFL-CIO president Richard Trumka, who led the largest federation of unions in the country for over a decade, has died at 72.

The big picture: Trumka began working as a coal miner in 1968 and would go on to dedicate his life to the labor movement, including as president of the 12.5 million-member AFL-CIO beginning in 2009.

Biden signs bill awarding Congressional Gold Medals to officers who responded to Jan. 6 attack

President Biden, joined by Vice President Harris, lawmakers and members of law enforcement and their families, signs legislation to award Congressional Gold Medals to law enforcement in the Rose Garden. Photo: Win McNamee/Getty Images

President Biden signed legislation awarding Congressional Gold Medals to the law enforcement officers who defended the Capitol during the Jan. 6 insurrection.

Why it matters: The Congressional Gold Medal is Congress' "highest expression of national appreciation," notes the New York Times.