Is Apple Eyeing Perplexity AI? Here’s What We Know So Far

Apple might be preparing to make one of its boldest moves in the artificial intelligence race—by potentially acquiring Perplexity AI, a rising startup that's quickly becoming a serious player in the AI-powered search space.

While no official bid has been made, insiders say Apple is weighing its options carefully. So what's really going on behind the scenes, and why is Perplexity on Apple's radar? Let's break it down.

A Quiet But Strategic Interest

According to a report from Bloomberg, Apple's senior executives have held internal talks about possibly acquiring Perplexity AI. These discussions reportedly involved key decision-makers like Adrian Perica, Apple's head of mergers and acquisitions, and Eddy Cue, who oversees Apple's services division.

At this point, the talks haven't progressed to formal negotiations. In fact, Perplexity itself has publicly denied any knowledge of acquisition talks, but that doesn't necessarily mean Apple isn't doing its homework behind the scenes.

Why Perplexity? Why Now?

So, what makes Perplexity AI such an attractive target?

The startup, which is backed by NVIDIA, has been making waves as a next-generation, AI-driven search engine, positioning itself as a compelling alternative to ChatGPT and Google Search. With a recent valuation hovering around $14 billion, it has caught the attention of tech giants—and not just for its price tag.

For Apple, acquiring or partnering with Perplexity could serve multiple strategic goals:

Build its own AI-powered search engine as a backup or alternative to Google.

Improve Siri's capabilities, especially in understanding and answering complex queries.

Reduce dependence on Google, particularly if regulatory scrutiny continues to threaten their lucrative search partnership.

Keep pace with rivals like Google, Microsoft, and Meta, all of whom are rapidly advancing in generative AI.

A Deal... Or a Partnership?

While acquisition rumors make headlines, sources close to the matter say Apple is also considering a less aggressive approach—a technology partnership instead. Talks between Apple and Perplexity have reportedly been ongoing for several months and include discussions about integrating Perplexity's search tech into Safari.

This route could offer Apple the best of both worlds: gain access to cutting-edge AI capabilities without the massive cost and potential regulatory hurdles of a full acquisition.

A Bigger AI Play by Apple

This potential move fits neatly into Apple's broader AI strategy. In recent months, the company has ramped up its efforts to stay competitive in the AI arms race. It's been hiring AI talent, investing in large language models, and even competing with Meta and other tech giants for key hires.

While Apple has been more conservative in its public rollout of generative AI features, that's starting to change. With iOS updates focused on AI integration and rumors of Siri upgrades in the works, the company is quietly building its next big leap.

The Google Factor

Let's not forget Apple's ongoing multibillion-dollar deal with Google, which makes Google Search the default engine on iPhones. That partnership is now under the microscope as part of an antitrust case.

In testimony, Eddy Cue confirmed that Apple has had prior talks with Perplexity—but stopped short of committing to any concrete plans. Still, having a powerful AI-driven search alternative in Apple's back pocket could prove critical if regulators force changes to the Google deal.

Final Thoughts

Whether Apple ultimately acquires Perplexity AI or simply partners with the startup, one thing is clear: Apple is serious about AI. As user expectations shift toward more intelligent, conversational tools, the pressure is on for Apple to step out of the shadows and compete head-on in the AI-powered future.

With big decisions looming, Apple's next moves could redefine not only the future of Siri but also the way billions of users search, discover, and interact with their devices.