In what could mark a transformative shift in its artificial intelligence ambitions, Apple is reportedly exploring a possible acquisition or partnership with Perplexity AI—a rising force in real-time AI-powered search.
Sources close to the matter suggest that discussions have been ongoing for months, led by Apple’s head of corporate development, Adrian Perica, and involving key decision-makers including Eddy Cue, Senior Vice President of Services. While no official bid has been tabled yet, the interest underlines Apple’s intent to modernize its approach to AI and search.
What’s at Stake?
Apple’s Siri, once a pioneer in voice assistance, has long been criticized for falling behind newer conversational AI systems. Integrating Perplexity’s technology—a hybrid of chatbot intelligence and live web search—could allow Apple to supercharge Siri and develop a more intelligent, responsive, and autonomous assistant.
There’s also a bigger play at hand: reducing Apple’s dependence on Google Search. The tech giant earns billions by keeping Google as Safari’s default search engine, but that relationship has come under antitrust scrutiny. The potential integration of Perplexity into Apple’s native ecosystem could give it more autonomy—and leverage.
Acquisition or Alliance?
Two pathways seem to be under consideration:
- A complete acquisition of Perplexity AI, bringing its talent and technology directly under Apple’s umbrella.
- A strategic partnership that integrates Perplexity’s capabilities across iOS and Safari, without a full takeover.
Either approach would be uncharacteristic for Apple, which has typically kept its AI efforts in-house and closely tied to hardware. But with the generative AI race heating up, even Apple appears ready to evolve its model.
The Competitive Landscape
The timing of these talks is no coincidence. With Google, Meta, Microsoft, and OpenAI all making aggressive strides in AI, Apple’s comparatively quiet WWDC 2025 raised questions. However, the company has been steadily increasing its AI recruitment, including competing for top minds like Safe Superintelligence founder Daniel Gross.
Perplexity, founded by Aravind Srinivas, has gained traction for its unique fusion of factual search and conversational AI—positioning itself as a credible challenger in a space largely dominated by legacy search engines and foundation model players.
A Calculated Shift
The potential collaboration also fits within broader regulatory dynamics. Apple’s current search engine arrangement with Google has been under legal scrutiny, and building its own AI-powered alternative may futureproof its search strategy.
In the era of AI-native user interfaces, Apple appears poised to bring more control in-house—whether by acquiring critical technology or crafting strategic alliances. Perplexity AI may be the missing piece in that vision, offering both the intelligence and the infrastructure to help Apple redefine how its users search, speak, and discover.
