Apple is exploring its most ambitious acquisition yet — a potential bid for fast-rising AI startup Perplexity, according to a new report from Bloomberg’s Mark Gurman.
Perplexity, best known for its real-time, conversational AI search engine, was recently valued at $14 billion. That price tag would make it Apple’s largest acquisition to date, far surpassing its $3 billion Beats deal from 2014.
The talks, though still in early stages, reportedly involve Apple’s M&A head Adrian Perica, services chief Eddy Cue, and key AI leadership. While no formal offer has been made, Apple has held multiple meetings with Perplexity in recent months and is said to be evaluating the technology closely, as per the report.
Apple declined to comment, and Perplexity claims to have “no knowledge of any current or future M&A discussions.”
The iPhone maker’s interest, however, appears strategic and multifaceted.
Why buy Perplexity?
Apple is currently playing catch-up in the AI race, with no flagship generative AI product to rival offerings from OpenAI, Google, or Anthropic. Acquiring Perplexity could instantly give it a ready-made consumer AI search platform, and a recognised brand in the AI space. Furthermore, Apple could get it hands on a team of AI talent that could accelerate its own roadmap.
The Cupertino-based tech giant faces the risk of losing its $20 billion/year search deal with Google, which the DOJ is challenging in court. As web search pivots toward AI, Perplexity could serve as both a hedge and a launchpad into the post-search era.
Apple is also said to be weighing a partnership instead of an outright buyout. The report mentions that it is looking at possibly integrating Perplexity’s AI engine into Safari as a search alternative or enhancing Siri’s response capabilities.
But there’s a hitch in the face of a familiar foe for Apple. The report says Samsung is closing in on its own partnership with Perplexity, which could limit Apple’s options or force its hand.
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