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Apple is quietly weighing what could be one of its biggest moves in artificial intelligence so far, with a potential acquisition of Perplexity AI. The fast-growing startup has built an AI-native search engine that blends conversational responses with real-time web data, attracting more than 15 million monthly users. Its rapid growth and distinct approach to information retrieval have made it one of the most talked-about challengers to both ChatGPT and Google Search.
According to Bloomberg, Apple’s top executives are discussing the possibility of acquiring Perplexity both to strengthen its AI talent base and to build a foundation for a future AI-powered search engine.
Adrian Perica, who leads Apple’s mergers and acquisitions strategy, has reportedly brought the idea to services SVP Eddy Cue and other senior leaders responsible for guiding the company’s AI efforts. While no formal bid has been made, Apple has met with Perplexity several times in recent months to explore the possibility of an acquisition.
As an alternative to an acquisition, Apple is also considering a partnership deal with Perplexity. The technical goal in either case would be to integrate Perplexity’s AI search capabilities into Apple’s ecosystem, potentially enhancing Siri, Spotlight, Safari, and other services.
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But a full acquisition and a strategic partnership would represent very different paths. An acquisition would provide Apple with greater control over the technology and talent, while a partnership would preserve Perplexity’s independence while still giving Apple a way to strengthen its AI offering.
Perplexity stands apart from typical chatbots by focusing on search as its core function. Rather than starting with a conversation and adding browsing, it uses large language models (LLMs) to scan the web in real time and return clear and citation-rich answers to user queries. The result is something closer to an AI-native search engine than an AI assistant.
One of Perplexity’s biggest challenges is holding its ground in a space dominated by giants like Google and OpenAI. It has a strong product and growing user base, but questions around scale, infrastructure, and long-term trust remain.
A deal with Apple could offer a way forward. With its global footprint, technical resources, and reputation for privacy, Apple could give Perplexity the stability and reach it needs to grow more quickly and compete more directly with larger players in the market.
It’s also a strategic move for Apple. If the Perplexity deal goes through, it would give Apple a valuable fallback in case regulators require it to end its longstanding partnership with Google. That agreement, reportedly worth around $20 billion a year, ensures Google remains the default search engine on Safari across Apple’s ecosystem.
However, regulators have argued that the deal gives Google an overwhelming advantage by placing it front and center on more than 2 billion active Apple devices, potentially stifling competition and limiting consumer choice.
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The Perplexity acquisition also aligns with Apple’s long-term strategy of controlling every layer of its user experience, from silicon to software to services. Bringing search in-house would reduce Apple’s reliance on third-party partners and give it tighter control over one of the most important user touchpoints.
It would also signal a more serious push to compete with rivals that have already embedded GenAI across their ecosystems. Microsoft has integrated OpenAI’s models into Bing and Copilot, while Google continues to expand Gemini’s role across its core products.
Earlier this year, Meta reportedly made its own attempt to acquire Perplexity, though the talks ultimately fell apart over financial terms, according to Bloomberg. The Facebook parent has since shifted its focus elsewhere, pouring $14.3 billion into Scale AI to deepen its internal AI infrastructure.
Perplexity and companies in the same space are quickly becoming key pieces in the broader AI arms race. As major tech firms compete for a limited pool of talent and proven platforms, Apple’s interest no longer feels like casual exploration. It now reads more like a realization that it cannot afford to wait much longer.