Apple is reportedly exploring a potential bid for artificial intelligence startup Perplexity, according to a Bloomberg News report published Friday, citing sources familiar with the matter. The discussions are said to be in early stages and may not necessarily lead to a formal offer.
The iPhone maker has not commented publicly, and Perplexity told Reuters, “We have no knowledge of any current or future M&A discussions involving Perplexity.” Apple also declined to respond to Reuters’ request for comment.
The move reflects the intensifying race among Big Tech firms to secure a stronger foothold in the rapidly evolving field of artificial intelligence. With increasing demand for AI-powered search and productivity tools, companies like Apple, Meta, and Google are competing to acquire or develop cutting-edge capabilities to maintain their competitive edge.
Bloomberg also reported that Meta Platforms attempted to acquire Perplexity earlier this year. Last week, Meta announced a $14.8 billion investment in AI infrastructure via Scale AI, appointing Scale’s CEO Alexandr Wang to lead its new superintelligence division.
For Apple, a bid for Perplexity could signal a shift in its search strategy. The tech giant is reportedly considering integrating AI-driven search tools—such as those developed by Perplexity—into its Safari browser. This could eventually reduce its reliance on Google, whose search engine has long been the default on Apple devices. The U.S. Department of Justice has proposed banning Google from paying companies to maintain that position, as part of its ongoing antitrust case.
Apple’s internal deliberations reportedly involve Adrian Perica, head of mergers and acquisitions, services chief Eddy Cue, and senior AI leaders. If pursued, the acquisition of Perplexity—valued at $14 billion following a recent funding round—would mark Apple’s largest-ever purchase, surpassing its $3 billion acquisition of Beats in 2014.
Perplexity, which is backed by chipmaker Nvidia, is seen as a rising star in the AI search space. Its platform uses artificial intelligence to provide concise, cited answers to user queries, resembling offerings from ChatGPT and Google’s Gemini.
While traditional search engines continue to dominate the market, AI-powered alternatives like Perplexity are gaining traction, especially among younger, tech-savvy users. Analysts say the growing popularity of AI-native tools could reshape the future of online search—and Apple appears to be positioning itself to ride that wave.
