Apple is reportedly discussing the possibility of making a bid to buy Perlexity AI, an AI company that uses AI technologies to help people search for web-based content

That’s according to Bloomberg’s Mark Gurman, who says that Apple’s head of services, Eddy Cu,e as well as its acquisitions chie,f Adrian Peric, are in discussions with other executives about whether Apple should look to pick up Perplexity AI as as way to improve its own Apple Intelligence efforts.

Adrian Perica, the company’s head of mergers and acquisitions, has weighed the idea with services chief Eddy Cue and top AI decision-makers, according to people with knowledge of the matter. The discussions are at an early stage and may not lead to an offer, said the people, who asked not to be identified because the matter is private.

It remains to be seen whether such a buyout will ever come to fruition, but there is no denying that Apple’s foray into AI-powered features has been troubled in recent months.

Many iOS 18 features have never shipped and are not set to be part of the early iOS 26 software update, either.

If Apple decides against buying Perplexity AI, the company could instead choose to partner with it in an attempt to use its technologies to bolster Siri and its other AI-powered features and services.

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