Apple is Looking Into Buying Perplexity AI — Its Biggest-ever Acquisition

Apple might be cooking up its biggest AI move yet. According to a report from Bloomberg, Apple executives have recently discussed the possibility of acquiring Perplexity AI—a rising startup known for its AI-powered search engine and chatbot that works like a smart assistant. While no formal offer has been made, these early internal talks hint at a major shift in Apple’s AI strategy. And it goes far beyond just making Siri smarter.

Apple Is in Early Talks

Adrian Perica, Apple’s head of mergers and acquisitions, is said to have discussed the idea with Eddy Cue and other top decision-makers behind Apple’s AI efforts. They’ve reportedly held multiple meetings with Perplexity over the past few months. One option on the table is a partnership. But another, much bigger possibility? A full acquisition.

Why Apple Is Interested in Perplexity AI

Why now? Because Apple is behind. While companies like Google and Meta are racing ahead with advanced AI tools and large language models, Apple has taken a slower, more cautious approach. Even at WWDC 2025, Apple didn’t unveil anything revolutionary. The big Siri upgrade, once promised as part of Apple Intelligence, is now delayed until 2026.

That’s where Perplexity could come in. The startup has developed a powerful AI search experience that seamlessly blends real-time web results with conversational answers, much like a combination of ChatGPT and Google. It has already gained about 15 million monthly users, and it works across multiple platforms. Apple has reportedly been impressed, with Cue even confirming under oath during the Google antitrust trial that Apple had discussions with Perplexity.

What’s In It for Apple?

So what does Apple want from this deal?

• An AI-powered search engine: Apple has long relied on Google as the default search on iPhones and Macs. That deal brings in around $20 billion a year, but it’s now under threat from antitrust regulators. If Apple loses that agreement, Perplexity could be a strong fallback.
• Better AI talent: Perplexity has a strong engineering team and proven tech. Buying the company wouldn’t just give Apple software—it would bring in top talent too.
• A smarter Siri: Apple has been struggling to catch up in the assistant space. Integrating Perplexity’s conversational AI could give Siri a much-needed boost, especially now that Apple Intelligence features are lagging.

There’s also a hiring battle happening behind the scenes. Apple and Meta are both trying to hire top AI minds like Daniel Gross, co-founder of Safe Superintelligence Inc. (Gross previously sold a startup named Cue to Apple and helped shape early versions of Siri). Meta even attempted to acquire Perplexity earlier this year, but failed, instead investing $14.3 billion in Scale AI.

If Apple goes ahead with the deal, it would be its biggest acquisition ever. Perplexity is now valued at around $14 billion—nearly five times the amount Apple paid for Beats in 2014. Apple hasn’t spent that kind of money on a single deal before.

What Happens Next?

Of course, nothing is certain yet. These are still internal discussions. Apple hasn’t made a formal offer, and Perplexity says it’s not aware of any active M&A talks. There’s also a possible complication: Samsung, Apple’s biggest smartphone rival, is reportedly working on its own partnership with Perplexity.

Still, if Apple is serious about catching up in AI, this may be its moment. Perplexity brings search tech, talent, and a real product already used by millions. And with the clock ticking on its Google deal, Apple might not want to wait much longer.

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