Apple is reportedly exploring the idea of acquiring Perplexity AI, the startup known for its conversational AI-powered search engine. While there’s no official word yet, however, internal talks have taken place between senior Apple executives, including mergers and acquisitions lead Adrian Perica and services chief Eddy Cue, Bloomberg reported. 

It must be noted that the discussions are still in the early stages, and Apple hasn’t reached out to Perplexity’s team with a formal proposal. 

Apple’s $20 billion-a-year search partnership with Google, where Google is the default search engine on Apple devices, is facing scrutiny in an ongoing U.S. antitrust case. If that deal is affected, Apple may need a powerful backup plan. And Perplexity could be just that. 

Perplexity offers real-time web answers and already has a working AI assistant, including an iOS app. Many see it as a more responsive and useful option than Siri in its current form. Acquiring it could give Apple access to not just advanced AI tech but also a brand that already resonates in the AI space.

Buying Perplexity outright would be Apple’s biggest acquisition ever, even larger than its $3 billion Beats deal in 2014. But Apple might not go that far. Another option reportedly being discussed is a strategic partnership—possibly integrating Perplexity’s AI search directly into Safari or Siri.

Apple’s AI teams have been meeting with Perplexity multiple times in recent months, and are said to be closely evaluating its technology.

Complicating things is Samsung, Apple’s major smartphone rival. Reports suggest Samsung is finalising a deep partnership with Perplexity, which could affect Apple’s plans, whether it’s a buyout or a collaboration.

For now, there’s no official confirmation from either Apple or Perplexity, but if anything develops, it could shape the future of how we search and interact with AI on Apple devices.

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