Apple is reportedly considering a major move in the AI space by potentially acquiring the innovative startup Perplexity AI. This decision is seen as an attempt to strengthen Apple’s AI capabilities, an area where the company has been struggling to make significant strides. 
According to sources close to the company, Apple has been in talks about either purchasing Perplexity AI or forming a strategic partnership with the company.
Perplexity AI, which is known for offering one of the most powerful and sophisticated AI models on the market, was unaware of Apple’s acquisition plans. However, they aren’t entirely surprised by the interest, given the increasing importance of AI technology in the tech industry. Acquiring such a high-performing AI could be a game changer for Apple, especially as the company continues to play catch-up in the AI race.
Nothing is set in stone yet, as Apple’s decision heavily depends on the outcome of its ongoing contract with Google. Google currently pays Apple around $20 billion annually to remain the default search engine on Safari. This arrangement is now under scrutiny in an antitrust trial, which, if it leads to a dissolution of the deal, could pave the way for Perplexity AI to replace Google’s search engine with a more AI-driven alternative on Safari.
Should this acquisition go through, it would provide a huge boost to Apple’s AI research and development. Apple’s AI features, which were first teased during WWDC 2024, are still in the works, with a revamped Siri assistant being a notable absence from the company’s devices. Integrating Perplexity AI’s talent and technology could help Apple accelerate its AI efforts and avoid being left behind by rivals like Google and Samsung.
Apple has faced criticism for falling behind in AI, with competitors like Google and Samsung leading the way. This has led many consumers to choose the Galaxy S25 or the Pixel 9 over the iPhone 16, especially for those who prioritize AI features. However, if Apple successfully acquires Perplexity AI, it could reposition itself as a major player in the AI field once again, potentially revitalizing projects like smart home hubs and augmented reality glasses.
While the cost of such an acquisition would be substantial, the long-term benefits could make it a wise investment for Apple, providing a significant edge in AI for years to come.