In a bid to bolster its artificial intelligence (AI) capabilities, Apple Inc. is reportedly considering the acquisition of Perplexity AI, a rapidly growing AI search startup. This move underscores Apple’s commitment to advancing its AI technologies and reducing reliance on external partners.
Background on Perplexity AI
Founded in 2022 by Aravind Srinivas, Denis Yarats, Johnny Ho, and Andy Konwinski, Perplexity AI has quickly emerged as a significant player in the AI search domain. The company offers an AI-powered search engine that delivers real-time, citation-backed responses, distinguishing itself from traditional search methods. As of June 2025, Perplexity AI was valued at $14 billion, reflecting its rapid growth and the increasing demand for AI-driven search solutions. ([en.wikipedia.org](https://en.wikipedia.org/wiki/Perplexity_AI?utm_source=openai))
Apple’s AI Endeavors and Challenges
Apple has been actively pursuing advancements in AI, notably through its Apple Intelligence initiative aimed at enhancing Siri and other services. However, progress has been slower than anticipated, with delays in rolling out new features and updates. This lag has raised concerns about Apple’s position in the competitive AI landscape, especially as rivals like Google and OpenAI continue to make significant strides. ([laptopmag.com](https://www.laptopmag.com/ai/apples-next-big-ai-move-might-be-buying-perplexity?utm_source=openai))
Strategic Implications of the Acquisition
The potential acquisition of Perplexity AI could serve multiple strategic purposes for Apple:
1. Enhanced Search Capabilities: Integrating Perplexity’s AI-driven search technology into Apple’s ecosystem could modernize tools like Siri and Spotlight, offering users more accurate and context-aware information. ([cincodias.elpais.com](https://cincodias.elpais.com/smartlife/lifestyle/2025-06-23/apple-podria-comprar-ia-perplexity.html?utm_source=openai))
2. Reduced Dependence on Google: Apple currently relies heavily on Google, which pays approximately $20 billion annually to remain the default search engine on Apple devices. Acquiring Perplexity could provide Apple with an in-house alternative, potentially reshaping its search engine dynamics. ([reuters.com](https://www.reuters.com/business/apple-executives-held-internal-talks-about-buying-perplexity-bloomberg-news-2025-06-20/?utm_source=openai))
3. Competitive Edge: With competitors like Samsung showing interest in Perplexity, securing the acquisition could prevent rivals from leveraging the startup’s technology, thereby maintaining Apple’s competitive position. ([techi.com](https://www.techi.com/apple-stock-perplexity-ai-partnership-google-dominance/?utm_source=openai))
Financial Considerations
If pursued, this acquisition would be Apple’s largest to date, surpassing its $3 billion purchase of Beats in 2014. The substantial investment reflects the high value placed on AI capabilities in the current tech landscape. ([reuters.com](https://www.reuters.com/business/apple-executives-held-internal-talks-about-buying-perplexity-bloomberg-news-2025-06-20/?utm_source=openai))
Industry Reactions and Future Outlook
The news of Apple’s interest in Perplexity has elicited varied reactions. Analysts suggest that such a move could be essential for Apple to remain competitive in the AI sector. Dan Ives of Wedbush Securities noted that Apple might need to pursue acquisitions like Perplexity to keep pace with AI advancements. ([benzinga.com](https://www.benzinga.com/markets/equities/25/06/45899111/apple-may-end-up-acquiring-perplexity-like-it-did-with-beats-in-2014-says-dan-ives-consumers-need-reasons-to-upgrade-as-iphone-maker-falls-way-behind-in-ai-race?utm_source=openai))
Moreover, integrating Perplexity’s technology could address criticisms regarding Siri’s performance and Apple’s AI delays. Perplexity’s CEO, Aravind Srinivas, has previously highlighted the startup’s superior performance compared to existing voice assistants, suggesting that their technology could significantly enhance Apple’s offerings. ([benzinga.com](https://www.benzinga.com/25/05/45246509/google-rival-perplexity-outshines-apples-siri-and-openais-chatgpt-in-ios-voice-assistant-showdown-says-aravind-srinivas?utm_source=openai))
Conclusion
Apple’s potential acquisition of Perplexity AI represents a strategic effort to strengthen its AI capabilities, reduce reliance on external partners, and maintain a competitive edge in the rapidly evolving tech industry. While discussions are still in the early stages, this move could have significant implications for Apple’s future in AI and search technologies.
