Apple Inc. is reportedly exploring the possibility of acquiring Perplexity, a fast-rising artificial intelligence startup specializing in AI-driven search technology, according to a Bloomberg News report citing sources familiar with the matter. While the discussions are said to be preliminary and no formal offer has been made, the development signals Apple’s growing interest in deepening its artificial intelligence capabilities.
Perplexity, which offers AI-powered search tools similar to OpenAI's ChatGPT and Google’s Gemini, recently closed a funding round valuing the company at approximately $14 billion. If Apple proceeds with a deal near that valuation, it could mark the tech giant’s largest acquisition to date.
A Strategic Shift from Google in the Works?
The report suggests Apple is eyeing Perplexity’s technology for possible integration into its Safari browser, potentially signaling a strategic move away from its long-standing search partnership with Google. Such a pivot would coincide with mounting regulatory scrutiny of Google’s dominance in online search, particularly in the United States.
The U.S. Department of Justice has proposed remedies that could bar Google from paying companies like Apple to maintain its position as the default search engine—an arrangement reportedly worth billions annually. Adopting an in-house or independent AI search alternative like Perplexity could offer Apple both strategic independence and a competitive edge in the emerging AI-driven internet landscape.
No Confirmation Yet from Either Side
In a statement to Reuters, Perplexity denied any knowledge of merger discussions. “We have no knowledge of any current or future M&A discussions involving Perplexity,” the company stated.
Apple, known for its secretive approach to mergers and acquisitions, has not publicly responded to inquiries about the reported talks. However, the involvement of key figures such as Adrian Perica, Apple’s head of M&A, and services chief Eddy Cue, suggests the potential deal is receiving serious internal attention.
Tech Giants Race to Secure AI Talent and Tools
The potential Apple–Perplexity deal underscores the increasingly aggressive efforts by major tech companies to shore up their AI capabilities. Earlier this year, Meta Platforms reportedly also tried to acquire Perplexity, although those talks did not result in a deal. Meta has since made headlines with a $14.8 billion investment in Scale AI and appointed its CEO, Alexandr Wang, to lead a new “superintelligence” division.
The race to dominate AI innovation has intensified in recent months as companies seek to capitalize on rapid advancements in generative AI, search algorithms, and personalized information delivery. With backing from Nvidia and rising user adoption, Perplexity is emerging as a serious player in this space.
The Rise of AI Search and Shifting Market Dynamics
Though traditional search engines like Google continue to command a vast majority of the global market share, AI-first search engines are rapidly gaining traction—especially among younger users drawn to conversational interfaces and summarization capabilities.
Perplexity’s tools offer real-time answers, source citations, and streamlined user experiences that challenge the relevance of keyword-based search models. As digital habits shift, Apple may be positioning itself to capitalize on the next evolution of search.
While it remains uncertain whether Apple will make a formal offer for Perplexity, the reported interest highlights the company's strategic focus on AI and its potential to reshape how users access and interact with information. If a deal materializes, it could redefine not just Apple’s place in the search market—but the future of internet search itself.