Apple is reportedly considering acquiring Perplexity AI, a rising star in AI-powered search technology, to enhance its artificial intelligence capabilities. This move, revealed on Monday, could transform how Apple integrates AI into its products and challenge Google’s dominance in search.
Early talks signal Apple’s AI ambitions
Inside sources say Apple has begun early-stage discussions about acquiring Perplexity AI. Although no formal offer has been made, Apple’s M&A chief, Adrian Perica, has reportedly discussed the possibility with senior executives, including services head Eddy Cue.
This interest highlights Apple’s intent to strengthen its AI offerings, especially in search, where Perplexity’s technology could be integrated into Safari, possibly replacing Google as the default search engine.
Perplexity AI: A consumer-ready search solution
Perplexity AI is known for its AI-driven search tools that provide concise, direct answers to user queries. Its consumer-ready interface and voice control features make it a natural fit for Apple’s ecosystem, potentially enhancing Safari, Spotlight, and Siri.
The startup recently raised funding, backed by NVIDIA, valuing it at $14 billion, placing it among the top AI startups globally.
Competitive pressure and industry trends
Apple’s interest in Perplexity comes amid a broader tech industry push to invest heavily in AI. With competitors like Meta also eyeing Perplexity, Apple’s move could reshape the AI search landscape. This acquisition could help Apple catch up in AI, as it has been slower than rivals.
Analysts suggest this deal might also be a backup plan if Apple’s lucrative search agreement with Google faces regulatory hurdles.
Apple has already introduced “Apple Intelligence” in its iOS updates, signaling its commitment to generative AI. Integrating Perplexity’s technology could accelerate that vision and reduce reliance on Google, which pays Apple about $20 billion annually to remain the default search engine on Apple devices.
This potential acquisition is Apple’s most ambitious yet in AI, reflecting the growing importance of artificial intelligence in consumer technology and search innovation.