Apple reportedly in early talks to acquire Perplexity AI
Rather than build everything from the scratch, the tech giant may be ready to buy its way into the AI race.
Apple has struggled to build serious AI muscle. Its grand pitch for Apple Intelligence remains more vaporware than reality, with many of its most ambitious features—like a smarter Siri—still missing in action. So far, the most visible progress has come through a partnership with OpenAI, helping bring ChatGPT into the Apple ecosystem. But compared to Google, Meta, or even Microsoft, Apple still feels like it's playing catch-up.
Now, it looks like Apple is done waiting. Rather than build everything from scratch, the company may be planning to buy its way in.
According to Bloomberg, Apple is exploring a potential acquisition of Perplexity AI, the fast-rising startup behind a popular AI-powered search engine and chatbot. With around 15 million monthly users and growing buzz as a leading ChatGPT rival, Perplexity's technology would be an invaluable addition to Apple's AI search engine ambitions and could breathe new life into Siri.
Ogbonda Chivumnovu
Behind the scenes, Adrian Perica, Apple’s head of M&A, has reportedly been discussing the idea with Eddy Cue and other top execs leading Apple’s AI efforts. While talks are still internal—no bid has been made—Apple and Perplexity have already met several times in recent months, sources say.
One option reportedly on the table: a partnership rather than a full acquisition. In fact, Cue mentioned exploratory talks with Perplexity when testifying in the DOJ’s antitrust case against Google. That matters because Apple’s long-standing deal with Google to make it the default iPhone search engine is under regulatory fire. If that arrangement ends, Apple will need a replacement fast, and Perplexity could fill that gap.
Buying Perplexity would also mark Apple’s biggest acquisition ever. The startup is valued at around $14 billion, far above the $3 billion Apple spent on Beats back in 2014. But it could be worth it. Meta reportedly tried to scoop up Perplexity earlier this year before shifting focus to Scale AI. And Apple, for its part, is in a hiring war with Meta to bring in top-tier AI talent like Safe Superintelligence founder Daniel Gross.
And it’s not just Apple and Microsoft circling Perplexity. Samsung is reportedly working to integrate Perplexity AI directly into its devices
Louis Eriakha
Meanwhile, Perplexity isn’t standing still. The company is expanding its experimental Comet browser, an “agentic search” tool combining web navigation with conversational AI, from Apple Silicon Macs to Windows, and may soon roll it out to Android.
So, despite the noise around an acquisition, Perplexity is pushing AI forward in ways Apple hasn’t been able to. That alone makes it a prime target.
Whether Apple buys the company outright or inks a deep partnership, it's clear that Apple isn’t giving up on building its own AI, but it’s no longer pretending it can do it alone.
