Apple executives have apparently held internal discussions about acquiring the AI search startup Perplexity, valued at around $14 billion, Bloomberg reports. These talks remain exploratory—no formal offer has been made or communicated to Perplexity’s leadership
🤝 Who Was Involved?
- Adrian Perica (Apple’s head of M&A) initiated the concept with Eddy Cue (Services Chief) and other senior Apple executives throughout Apple Intelligence.
- Perplexity has declined to confirm any deal; Apple has not commented publicly
This could potentially be the largest acquisition in Apple’s history, if it materializes .
🧭 What This Could Mean for Apple
- Less Reliance on Google Search
Apple may embed Perplexity’s AI-powered search natively into Safari, yet reduce dependency on Google revenue (estimated at $20 billion annually) - Advanced AI Search Across Devices
Integration may include contextual AI insights via Safari, Siri, and Messages—raising the bar for on‑device intelligence - Competitive Leap in AI Strategy
Apple would join Meta, which earlier explored buying Perplexity and invested $14.8 billion in Scale AI, underscoring a growing scramble among tech giants - Responding to Safari Usage Collapse
Eddy Cue testified that Safari searches dropped for the first time in 22 years—citing AI alternatives like Perplexity, hinting at urgency - Largest Apple Deal Ever
At a $14 billion valuation, this purchase would eclipse even Apple’s Beats acquisition—reflecting elite confidence in generative AI’s future
🔭 What’s Next?
- Exploratory Phase: Talks are internal and no board-level or management-level discussions with Perplexity have occurred.
- Integration Plans: Apple is evaluating how Perplexity’s tools could enhance Safari and Siri.
- Watch for Outcomes: Bloomberg notes this is early-stage—with deals potentially not leading to an actual bid
✅ Final Takeaway
Apple’s AI journey could pivot around acquiring Perplexity, enabling it to break Google’s dominance in search, supercharge Safari and Siri, and accelerate its on-device AI evolution. While nothing is confirmed, it underscores Apple’s escalating pursuit of generative AI leadership.
