Why Apple Wants Perplexity AI – The Next Big AI Move

Apple is reportedly exploring a potential acquisition of Perplexity AI, an emerging startup known for its real-time, AI-driven web answers.
 
The move is seen as a strategic response to intensifying antitrust scrutiny around Apple’s $20 billion annual deal to make Google the default search engine on its devices.
  
With regulators possibly forcing an end to the Google partnership, acquiring Perplexity would give Apple a strong foundation to build its own AI-powered search engine.
 
Perplexity’s technology could significantly enhance Apple’s existing search capabilities while offering a competitive edge in real-time, contextual responses—an area where Apple has lagged behind its rivals.
 
Beyond technology, Apple is eyeing Perplexity as a potential goldmine for top AI talent. The acquisition could accelerate efforts like Apple Intelligence and fix delays seen in earlier AI initiatives, including Siri’s upgrade.

Apple, like Meta, is also reportedly pursuing leading AI minds such as Daniel Gross, co-founder of Safe Superintelligence Inc., who previously sold his company to Apple.
 
Although internal talks are ongoing, no formal discussions have taken place with Perplexity’s leadership, which recently secured funding at a $14 billion valuation.
 
Moving forwards, if the deal materializes, it would mark Apple’s largest acquisition, overtaking its $3 billion purchase of Beats in 2014.