Apple Considers Acquisition of Perplexity AI to Reinforce Its Position in Artificial Intelligence

Apple is in the early stages of evaluating a potential acquisition of Perplexity AI, a rapidly growing startup in the generative search space. While no formal offer has been made, internal discussions among senior Apple executives, including figures in corporate development and services, suggest a serious interest in strengthening the company’s artificial intelligence capabilities.

This move comes amid mounting pressure for Apple to close the widening gap between itself and other tech giants aggressively advancing in AI. Apple’s most recent developer conference unveiled a modest set of AI tools and integrations under the “Apple Intelligence” banner, but investor reactions were mixed. By comparison, competitors such as Microsoft and Google have already rolled out large-scale generative AI products and established key partnerships with leading model providers.

Perplexity AI presents an attractive target. The company operates a real-time, AI-powered search interface that is gaining traction among users as a lightweight, efficient alternative to traditional web search. With strong growth metrics and a user base expanding monthly, Perplexity could offer Apple a fast track to catch up—particularly in areas like Siri, Spotlight, Safari, and even its future AR ecosystem.

The timing is also notable. Apple’s long-standing search deal with Google, worth billions annually, is under antitrust scrutiny. While the relationship with Google remains financially lucrative, Apple has every incentive to reduce dependency. Acquiring Perplexity wouldn’t necessarily replace Google outright, but it could give Apple a distinct AI-powered layer of search and information delivery—one it can control directly and integrate natively across its platforms.

For Apple, this would represent a major strategic departure. Historically cautious in M&A, especially in consumer-facing technologies, the company would be venturing into a highly competitive and fast-evolving space. Integrating Perplexity’s open-search approach with Apple’s tightly curated, privacy-centric ecosystem could also raise significant technical and philosophical challenges.

Still, the move would send a strong signal to investors and the broader market. As Microsoft and Amazon continue to acquire or partner with foundational AI players, Apple has remained comparatively quiet. Bringing Perplexity under its umbrella could change that perception and offer a clearer AI roadmap to analysts and shareholders.

It’s worth noting that Apple is not the only party interested in Perplexity. Other tech majors, including Meta and Samsung, have reportedly evaluated similar partnerships. The broader implication is that real-time AI search is now seen as strategic infrastructure—akin to owning a browser or a cloud service a decade ago. Any player controlling that layer could influence how billions of users access, process, and act on information.

Tips for Traders

• Apple (AAPL): Watch for deal confirmation or signals of internal AI acceleration—investor sentiment may pivot if Apple moves decisively in this space.

• Alphabet (GOOGL): Any disruption to the Apple-Google search relationship could pose revenue risks—monitor developments tied to default search dynamics.

• Tech peers (MSFT, AMZN, META): Expect responsive moves if Apple makes a bid—sector-wide repositioning could follow in AI and search verticals.

• AI ETFs and indices (XLK, QQQ): Rebalance exposure around firms demonstrating real AI utility and user acquisition, rather than just narrative hype.

• Voice interface and AR ecosystem suppliers: Apple’s integration focus may create upside for components and software vendors aligned with Siri and Vision Pro.

• Data privacy and security firms: Apple’s approach to AI with privacy at the core could enhance demand for adjacent enterprise and consumer tools.