Apple Inc. is reportedly considering a strategic move to acquire Perplexity AI, a fast-rising artificial intelligence search startup currently valued at $14 billion, according to a Bloomberg report. Although the discussions are still in the preliminary stage, sources familiar with the matter indicate that Apple executives are actively assessing whether a bid for the startup aligns with its long-term AI ambitions.

Notably, Perplexity’s management has not been approached, and Apple has yet to confirm any formal interest in an acquisition. In response to inquiries, Perplexity stated it is unaware of any merger or acquisition talks involving the company.

Internal Deliberations Reflect Apple’s AI Priorities

According to the report, Adrian Perica, Apple’s Head of Mergers and Acquisitions, has discussed the prospect with top company executives, including Eddy Cue, Senior Vice President of Services, and senior AI leaders. These conversations suggest Apple is weighing how best to integrate AI-driven search functionality into its core services—particularly Safari, its native web browser.

If Apple follows through with a formal offer, it would mark the company’s largest acquisition to date, underlining the strategic importance of artificial intelligence to its future product roadmap.

Why Perplexity?

Perplexity AI has garnered attention for offering an AI-native alternative to traditional search engines. Its technology provides natural language answers to queries in real time, reducing the need for users to sift through search result pages. This approach has attracted millions of users globally and significantly increased its valuation over the past year.

A deal with Perplexity would allow Apple to expand its in-house AI capabilities and possibly reduce reliance on Google, which has served as the default search engine in Safari for over a decade. Apple’s deal with Google has generated billions in annual revenue, but it has come under increasing scrutiny from U.S. regulators.

Meta Previously Expressed Interest

Apple is not the first major tech company to express interest in Perplexity. Earlier in 2025, Meta Platforms reportedly explored acquiring the AI search startup but ultimately diverted its resources to Scale AI, committing $14.8 billion to the company and appointing its CEO, Alexandr Wang, to lead a new division focused on artificial general intelligence.

This context highlights a broader trend in the tech industry: a competitive race among big players to secure AI assets that can power the next generation of search, discovery, and user interaction.

The Broader AI Search Revolution

While traditional search engines like Google continue to dominate global usage, AI-driven platforms such as Perplexity and ChatGPT are rapidly gaining traction—especially among younger demographics who prefer direct, conversational answers over lists of links.

Apple’s potential pivot toward AI-powered search tools aligns with a growing consumer appetite for smarter, more intuitive digital experiences. Industry observers note that Apple has already been integrating more AI into its ecosystem, from improved Siri performance to generative features expected in upcoming iOS releases.

Regulatory and Market Pressures Mounting

One of the driving factors behind Apple’s potential shift is the ongoing antitrust scrutiny surrounding its lucrative partnership with Google. The U.S. Department of Justice has proposed banning Google from paying companies to secure default search engine positions—a move that could upend the existing arrangement between the two tech giants.

In fact, Google’s stock recently dropped nearly 10% following news that Apple was considering offering alternative search options on its devices. This highlights the financial and strategic implications of any decision Apple makes regarding default search engine functionality.

Perplexity’s Meteoric Rise

Founded just a few years ago, Perplexity has seen explosive growth. Its most recent funding round pushed its valuation to $14 billion, up from $520 million in early 2024. The company is now reportedly generating close to $100 million in annual recurring revenue, with rapid user adoption signaling long-term potential in the increasingly crowded AI search market.

This meteoric rise places Perplexity among the most valuable AI startups globally and a prime acquisition target for companies looking to bolster their AI portfolio.

What Lies Ahead for Apple?

Should Apple proceed with the acquisition, it would mark a significant turning point in its AI strategy. Bringing Perplexity into the Apple ecosystem could pave the way for:

• Safari integration of AI-native search tools

• Enhanced competition with Google

• A more robust AI-powered assistant experience across Apple devices

• New monetization avenues through AI-enhanced services

Alternatively, even without an acquisition, Apple may still partner with Perplexity to offer it as a non-default search option in Safari, similar to how it is exploring integrations with other AI firms such as OpenAI and Anthropic.

Conclusion

Apple’s exploratory talks about acquiring Perplexity AI underscore a pivotal shift in the tech landscape. As traditional search engines face mounting regulatory and competitive challenges, AI-native platforms are emerging as powerful alternatives. For Apple, acquiring or partnering with Perplexity could offer a strategic edge in delivering smarter, faster, and more personalized search experiences—marking a new chapter in the evolution of digital discovery.

Whether or not the acquisition materializes, Apple’s growing interest in AI search signals a clear intent to shape the future of how we find and interact with information.