Perplexity could be a target for Apple’s acquisition
Apple executives are reportedly exploring the possibility of acquiring or partnering with the AI startup Perplexity, potentially to enhance search capabilities or improve Siri.
The discussions are linked to Adrian Perica, Apple’s head of mergers, and Eddy Cue. Sources indicate that these talks are in the preliminary stages, and no formal offer has yet been made.
Alternatively, Apple might consider collaborating with Perplexity instead of pursuing a full acquisition. Such a partnership could see Perplexity integrated into Safari and the much-anticipated updates to Siri, which are not expected to roll out until 2026.
A report from Bloomberg suggests that this strategy could help Apple develop an AI-driven search engine. Currently, Google pays Apple approximately $20 billion annually to be the default search engine on Apple devices, but this arrangement might be at risk due to ongoing antitrust discussions.
If Apple proceeds with the acquisition of Perplexity, it would mark the company’s largest purchase to date, valued at around $14 billion—well above the $3 billion spent on Beats in 2014.
This development isn’t entirely surprising for those following the Google antitrust trial, where Cue mentioned, under oath, that Apple had been impressed with Perplexity’s work and had engaged in discussions with them.
Beyond this, there’s a possibility that Apple is considering multiple partnerships in the AI space to offer various search and AI solutions to customers. OpenAI is a prominent player among Apple’s AI endeavors, and companies like Google and Meta have also been mentioned as potential collaborators.
In addition, both Anthropic and Perplexity have been noted as possible partners. It appears that Apple might be managing its AI partnerships similarly to how it sources hardware components—engaging multiple providers could enhance user choice while keeping costs down.