According to Bloomberg, Apple is exploring the possibility of acquiring Perplexity AI as part of its broader strategy to enhance its talent pool and potentially offer an AI-powered search engine in the future. Adrian Perica, Apple’s Head of Mergers and Acquisitions, has reportedly already discussed the idea with SVP Eddy Cue and other top decision-makers at the company. This aligns with Apple’s growing efforts in the AI space.
However, talks are still in the early stages. Apple has not yet entered into any formal bid discussions, and these internal conversations may not necessarily lead to an official acquisition offer.
Executives have also reportedly considered an alternative approach—rather than buying Perplexity outright, Apple might look to partner or collaborate with the AI startup. In either case, the core idea is to power a future AI search engine using Perplexity’s technology, and potentially integrate that technology into Siri.
While there has been no formal proposal yet, Bloomberg reports that Apple and Perplexity have held several meetings over the past few months.
Back in May, Eddy Cue testified during Google’s ongoing search antitrust trial, revealing that Apple had discussed the possibility of integrating an alternative search engine into Safari. Cue was called to testify because of Apple’s long-standing deal with Google to make it the default search engine on iPhones—a deal that brings Apple billions annually (reportedly $18 billion in 2021). Cue did not share any concrete plans, but acquisition discussions were said to be on the table.
If regulators eventually force Apple to end its partnership with Google, acquiring Perplexity could make it easier for Apple to develop its own AI-driven search engine. It would also allow Apple to acquire the kind of AI talent it needs to stay competitive with other tech giants.
Much like Meta, Apple is actively scouting for top AI talent. According to Bloomberg, it’s even competing with Facebook’s parent company to recruit people like Daniel Gross, founder of AI company Safe Superintelligence Inc. Apple reportedly believes hiring such talent is critical to rolling out AI-powered features for its users.
For example, a few months ago, Apple delayed the launch of a more powerful version of Siri—a key component of its new “Apple Intelligence” platform.
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