Apple looking to buy Perplexity AI to improve Siri and search capabilities

In a move to bolster its artificial intelligence initiatives, Apple is reportedly engaged in preliminary internal talks regarding the potential acquisition or partnership with Perplexity AI. This strategic effort is aimed at enhancing the company's search and voice assistant capabilities, particularly with Siri. The discussions come as Apple seeks to reduce its reliance on Google for search functionality. According to reports from Bloomberg, Adrian Perica, who heads Apple's mergers and acquisitions, has been leading these conversations alongside key executives, including Eddy Cue, the Senior Vice President of Services, and other influential figures involved in shaping Apple's AI strategy. While no formal offer has been made yet, Apple has conducted several meetings with Perplexity AI in recent months to explore the possibilities of collaboration. Perplexity AI, founded by Aravind Srinivas, is a rapidly expanding startup that combines conversational AI with real-time web search capabilities, making it an attractive prospect for Apple as it considers developing a proprietary AI search engine. The tech giant is weighing two main options: a complete acquisition that would incorporate Perplexity's technology and expertise into Siri and iOS, or a strategic partnership that would integrate Perplexity's AI functionalities into Safari and other Apple services. This interest in Perplexity also underscores Apple's ongoing quest for AI talent, as it competes with companies like Meta to attract leading figures in the AI sphere, including Daniel Gross, the founder of Safe Superintelligence Inc. Amid these developments, Apple has reportedly delayed the launch of its next-generation Siri due to various development hurdles. Recently, Eddy Cue provided testimony during Google's antitrust trial, where he revealed that Apple had contemplated integrating Perplexity's capabilities into Safari. This discussion has further implications, considering Apple's substantial multibillion-dollar agreement with Google, which secures Google Search as the default option on iPhones—a deal worth $18 billion in 2021 alone. Should regulatory actions force a breakup of this arrangement, acquiring Perplexity could present Apple with a viable alternative, enabling it to establish its own AI-driven search engine. Despite a subdued focus on AI during Apple’s recent WWDC 2025 keynote, these internal efforts indicate that the company is proactively seeking to catch up with competitors like Google, Microsoft, and Meta in the ever-evolving AI landscape.