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A Bold New Direction in Apple’s AI Ambitions
As Apple accelerates its efforts to remain relevant in the generative AI race, the tech giant is reportedly considering a groundbreaking move — acquiring Perplexity AI, a fast-growing AI startup known for its conversational, real-time search technology. According to Bloomberg’s Mark Gurman, internal discussions have been held between Apple’s M\&A head Adrian Perica, services chief Eddy Cue, and Apple’s top AI strategists. Although still in the exploratory phase, such an acquisition would be Apple’s largest ever, dwarfing its \$3 billion Beats deal from 2014.
Perplexity recently completed a funding round valuing it at \$14 billion. This figure underscores just how significant an acquisition this would be — both financially and strategically. The AI firm offers what Apple currently lacks: a powerful, consumer-ready AI search tool with real-time web capabilities, a familiar brand in the AI space, and a product far ahead of Siri in utility.
Apple’s motivation may stem from concerns surrounding its \$20 billion search deal with Google, currently under scrutiny due to U.S. antitrust investigations. The potential collapse of this agreement may push Apple to develop or acquire its own AI-powered search ecosystem.
Perplexity’s tech could fill this void perfectly. Not only does it boast advanced AI search capabilities, but it also has an iPhone-compatible assistant already outperforming both Siri and ChatGPT in several tasks. A partnership, or even a full integration into Safari and Siri, could be a turning point in Apple’s AI narrative.
However, complications remain. Samsung is reportedly close to sealing its own partnership with Perplexity, which may restrict Apple from securing exclusivity. Furthermore, Meta was also in acquisition talks with Perplexity but has since invested \$14B into Scale AI instead.
As of now, both Apple and Perplexity have declined to comment on the rumors, with the latter denying any active M\&A discussions. Nonetheless, the buzz surrounding this potential deal suggests that Apple’s AI strategy is evolving — and fast.
What Undercode Say: 🔍 Deep Dive Into the Strategy
Apple’s Strategic Urgency
Apple has long been seen as lagging behind in the generative AI space. While companies like Google, Microsoft, and OpenAI push boundaries, Apple has taken a more cautious, closed-ecosystem approach. The potential acquisition of Perplexity signals a shift — from building slowly to buying fast. Apple needs an immediate boost in AI credibility, and Perplexity provides a plug-and-play solution.
The Google Deal Pressure
The \$20B/year search deal with Google is both a cash cow and a dependency liability. If regulatory pressure ends the deal, Apple would lose its default search engine revenue — a massive incentive to build or acquire an alternative. Perplexity, with its modern web-based search architecture, is well-positioned to fill that gap.
Perplexity vs Siri
Siri’s reputation for being behind the curve in AI functionality has long frustrated users. Meanwhile, Perplexity’s assistant already delivers smarter, faster, and more accurate responses. Integrating Perplexity’s tech would not just modernize Siri — it could finally make it competitive with Google Assistant and Alexa.
Samsung: The Spoiler?
Samsung’s involvement with Perplexity could throw a wrench in Apple’s plans. If Samsung finalizes its own integration, Perplexity’s exclusivity becomes diluted, reducing its strategic value to Apple. This increases the urgency for Apple to either outbid Samsung or strike a unique usage deal.
Competitive M&A Landscape
Meta’s recent investment in Scale AI rather than pursuing Perplexity may reflect either cost concerns or strategic misalignment. For Apple, however, Perplexity fits like a glove — it has the consumer angle, mobile readiness, and branding power Apple craves in the AI space.
What’s at Stake
Failing to move decisively could mean ceding the next generation of AI search to Samsung, Google, or others. Apple’s history shows it prefers to build in-house, but in this rapidly evolving AI environment, waiting could be costly.
A Partnership Alternative
If a full acquisition proves too complex, Apple could still benefit from a strategic partnership. Perplexity’s inclusion in Safari or Siri — even non-exclusively — could elevate Apple’s AI presence while buying time to develop proprietary solutions.
✅ Fact Checker Results
Apple has held internal discussions about acquiring Perplexity AI ✅
The deal is not confirmed and remains in early-stage talks ✅
Samsung and Meta have also explored partnerships with Perplexity ❌ (Meta has moved on to Scale AI)
🔮 Prediction
If Apple does not act swiftly, Perplexity may finalize a major deal with Samsung, reshaping the AI assistant market and further weakening Siri’s relevance. However, should Apple proceed with an acquisition or strategic partnership, it could mark the beginning of a new era for Siri — transforming it into a smarter, real-time, and AI-powered assistant. Expect Apple to unveil AI search enhancements in the next major iOS update, possibly previewed by a quiet integration of Perplexity technology by year-end.
References:
Reported By: 9to5mac.com
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