Apple is reportedly considering a potential acquisition of artificial intelligence startup Perplexity, in a move that could significantly advance its in-house AI development efforts. According to a Bloomberg report, internal discussions have taken place within Apple’s corporate development team, led by Vice President Adrian Perica, though no formal offer has yet been made.
Perplexity, known for its AI-powered search capabilities and chatbot platform, is currently valued at around $14 billion (roughly ₹1.21 lakh crore). If the deal were to materialise, it would mark the most expensive acquisition in Apple’s history, surpassing its 2014 purchase of Beats for $3 billion.
The discussions are said to be in early stages, with no direct outreach made to Perplexity’s leadership. Apple’s interest comes at a time when the company is accelerating efforts to catch up in the generative AI race, particularly as rivals such as Google, Microsoft, and OpenAI advance in consumer-facing AI features.
Apple’s own AI initiatives, including an updated version of Siri, have reportedly faced internal delays, with key features still awaiting public release. A potential acquisition of Perplexity could help Apple fast-track development of a native AI search engine and reduce its dependence on third-party providers.
This move would also offer Apple a strategic alternative should ongoing antitrust investigations into its multi-billion-dollar deal with Google, which makes the search giant the default on Apple devices, result in an adverse ruling. Bloomberg notes that replacing that $20 billion annual deal with a homegrown search engine could help mitigate future risks.
Perplexity has drawn attention across the tech sector, with reports earlier this year suggesting that Meta had also explored acquiring the startup. The company has positioned itself as a leading AI “answer engine,” and its growing valuation reflects industry-wide competition to secure cutting-edge AI assets.