Apple Inc (NASDAQ:AAPL) has held internal discussions about acquiring Perplexity AI, a fast-growing artificial intelligence startup known for its advanced chatbot platform. The talks, reported by Bloomberg and involving senior executives including M&A chief Adrian Perica and services head Eddy Cue, are still at an early stage and may not result in a formal offer.
The move underscores Apple’s struggle to keep pace with rivals amid increasing pressure to integrate artificial intelligence across its hardware and software ecosystem. In particular, Apple has faced persistent delays in its efforts to upgrade Siri, leaving the voice assistant trailing competitors such as OpenAI’s ChatGPT and Elon Musk’s Grok.
Perplexity, recently valued at $14 billion in a funding round, could significantly accelerate Apple’s ambitions in AI-driven search and user interaction. The acquisition would also represent the largest in Apple’s history, surpassing its previous deals in both scale and impact on the company’s long-term strategy.
Apple’s interest in Perplexity also comes as it reassesses its relationship with Google (NASDAQ:GOOGL), whose search engine generates an estimated $20 billion a year for Apple as the default option on iPhones and other devices. That deal has come under regulatory scrutiny from U.S. antitrust authorities, fueling uncertainty around its future and prompting Apple to consider building its own AI-based search engine.
According to Bloomberg, Apple has not yet contacted Perplexity’s leadership about a potential takeover. Meanwhile, Meta Platforms (NASDAQ:META) reportedly attempted its own bid earlier this year but could not come to terms, instead pivoting to a $14.3 billion deal for a 49% stake in Scale AI as it builds a team focused on producing a “superintelligence.”
