Apple is reportedly exploring the possibility of acquiring Perplexity AI, a fast-growing artificial intelligence startup known for its real-time search capabilities. According to Bloomberg, internal discussions have taken place involving Apple’s mergers and acquisitions lead, Adrian Perica, services chief Eddy Cue, and key figures in the company’s AI division. These talks are still in the early stages and may not necessarily lead to a formal offer.
A potential acquisition would support Apple’s need to strengthen its AI offerings, particularly in search technology, as the company anticipates the possible end of its long-standing agreement with Google. That deal currently makes Google the default search engine on Apple devices but is under review as part of an ongoing antitrust case. Apple is likely waiting for the outcome of that trial before making any major moves.
Perplexity AI offers a search service that delivers real-time answers based on current web data. The company claims it handles 780 million monthly queries, with usage growing more than 20% month over month. By acquiring Perplexity, Apple could gain a foundation for building its own AI-powered search engine, lessening its reliance on Google and better positioning itself in the competitive AI landscape.
Perplexity responded to the Bloomberg report by stating it has no knowledge of any current or future acquisition discussions. Apple, when contacted for comment, has not issued a response.
The move, if it happens, would mark a shift in Apple’s AI strategy, which has so far been more cautious compared to tech rivals like Microsoft, Google, and Amazon. These companies have heavily invested in large-scale AI models and cloud-based tools, while Apple has focused on more contained features like voicemail transcription, translation, and on-device intelligence.
Industry analysts have questioned whether Apple’s conservative approach might leave it at a disadvantage. Without deeper involvement in the broader AI ecosystem, the company risks being outpaced as other tech giants develop more flexible and far-reaching platforms. A purchase like Perplexity could signal that Apple is preparing to play a more active role in shaping the future of AI-powered services.
