Apple is in early talks internally to acquire AI search startup Perplexity, signalling a bold strategic move as it seeks to enhance its AI capabilities and reduce reliance on Google. Perplexity, valued at approximately $14 billion following a recent funding round, offers an AI-powered search service that delivers answers in a conversational format, much like ChatGPT or Google’s Gemini. Their growing brand recognition and real-time capabilities address a gap in Apple’s AI strategy.
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Evolving AI Strategy
The discussions reflect Apple’s ambition to strengthen its AI offerings and potentially embed Perplexity’s technology directly into Safari and Siri. Regulatory pressure may disrupt Apple’s long-standing dependence on Google Search through this effort.
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Competitive Pressure
Apple is not alone: Meta reportedly pursued Perplexity earlier this year before pivoting to another AI investment. The move now positions Apple among big tech firms racing to secure AI search innovation, especially as Perplexity usage among younger users surges. Neither Apple nor Perplexity has officially confirmed ongoing merger or acquisition talks. Perplexity’s public response: “no knowledge of any current or future M&A discussions,” and Apple has remained silent.
Indrani Priyadarshini is a journalist and editorial professional specialising in technology, artificial intelligence, smart cities, green energy, and digital transformation. With over four years of experience in tech journalism and digital media, she is known for turning complex industry developments into clear, engaging, and insightful stories. Her expertise spans reporting, editorial strategy, digital publishing workflows, and in-depth coverage of emerging technologies shaping the future. She has also conducted high-profile interviews and podcasts with industry leaders, bringing sharp analysis and accessible storytelling to a wide audience.
