Apple is reportedly in early talks to buy Perplexity AI, the rising star of conversational search. And if the deal goes through, it could be the iPhone maker’s biggest acquisition ever.
Why Perplexity AI Matters
Perplexity AI is not your average startup. It’s a real-time, conversational AI search engine, often seen as a next-gen Google rival. The company was recently valued at $14 billion, which is massive compared to Apple’s previous biggest deal—Beats, for just $3 billion back in 2014.
So why is Apple so interested? Simple. Apple needs AI—and fast.
Apple Is Late to the AI Party
While OpenAI, Google, and Anthropic are racing ahead in the generative AI space, Apple has been quiet. Too quiet. It doesn’t have a ChatGPT rival. Siri still struggles with basic queries. And Apple’s $20 billion-a-year search deal with Google is under fire in court.
If that deal falls apart, Apple could lose control over how millions of users search the web.
Enter: Perplexity AI
Buying Perplexity could fix a lot of problems at once. Apple would get:
- A powerful AI search engine ready for consumers
- A hot brand already gaining traction in tech circles
- A team of skilled AI experts who could supercharge Apple’s roadmap
In short, Perplexity could give Apple a real shot at owning the future of search—and maybe even the future of Siri.
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But It’s Not a Done Deal
According to Bloomberg’s Mark Gurman, talks are still early. Apple hasn’t made a formal offer. But its top executives—including M&A boss Adrian Perica and services chief Eddy Cue—have met with Perplexity multiple times.
Apple didn’t comment on the story. Perplexity also says it knows nothing about any current or future M&A talks.
What’s the Backup Plan?
Apple is also looking at partnering instead of buying. One idea is to bake Perplexity’s engine into Safari as a new search option. Another is using it to upgrade Siri’s smarts. Either move would still give Apple a strong foothold in AI search.
The Samsung Twist
Here’s the twist: Samsung is also circling Perplexity. If the Korean giant moves first, Apple may lose the opportunity—or be forced to overpay. This adds pressure to Apple’s decision.
In today’s AI race, the winner takes all. And Apple, usually known for playing it safe, might just be getting ready to bet big.
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