Apple might be gearing up for its biggest move in AI yet.
Reports suggest that Apple is internally discussing a $14 billion acquisition of Perplexity AI, a rapidly growing startup that’s redefining search through real-time, conversational results with verifiable citations. If finalized, this would surpass Apple’s 2014 Beats acquisition—then worth $3 billion—making it the largest in the company’s history.
But this isn’t just about money. It’s about Apple reclaiming its edge in AI—and future-proofing its control over how we search, speak, and interact with its ecosystem.
Why Is Apple Looking at Perplexity AI?
Perplexity AI is more than just another AI company. It’s a pioneer in building a next-gen search engine—one that’s conversational, fast, and transparent. Instead of showing a wall of links, it gives users direct, sourced answers that actually make sense.
Key highlights that are making Apple look twice:
- Conversational AI search with LLM-powered answers
- Real-time citation-based responses to enhance credibility
- Cross-platform adaptability, already available via web, iOS, and Android
- 780+ million monthly queries, growing over 20% month-on-month
- A standout player in the generative AI landscape
This kind of technology is exactly what Apple needs to power up Siri, build its own AI search alternative, and reduce its reliance on Google Search, which Apple currently partners with in a deal worth nearly $20 billion per year.
What Apple Gains from Acquiring Perplexity
If this acquisition materializes, here’s what it could unlock for Apple:
1. A Smarter, Context-Aware Siri
Siri hasn’t aged well. Compared to newer conversational assistants, Apple’s voice assistant still feels clunky and outdated. Perplexity’s advanced search model could finally allow Siri to understand complex queries, hold multi-step conversations, and respond with sourced, accurate info.
2. An In-House AI Search Engine
Apple has always emphasized privacy, but it’s heavily reliant on Google for default search in Safari. By acquiring Perplexity, Apple could build a native AI-powered search engine that aligns with its core values: privacy, speed, and seamless user experience.
3. Top-Tier AI Talent and Technology
Perplexity comes with a powerful team of engineers, product leaders, and AI researchers. Apple wouldn’t have to build this stack from scratch—it could tap into Perplexity’s existing infrastructure to speed up its AI ambitions across Siri, Spotlight, Safari, and Apple Intelligence.
Is This Deal Official Yet?
Not yet. According to Bloomberg and Reuters:
- Apple’s senior executives—including Adrian Perica (M&A Head) and Eddy Cue (Services Chief)—have held internal discussions about acquiring Perplexity.
- No formal offer has been made to Perplexity’s leadership.
- The company is still evaluating whether to pursue a full buyout, a strategic partnership, or an investment stake.
But the fact that Apple is even considering such a move shows how seriously it’s taking the AI race.
Apple’s Strategic Timing: Why Now?
Apple is playing catch-up.
While Google, Microsoft (via OpenAI), and Meta are pushing the envelope with AI-powered tools, Apple took a more measured approach, only recently unveiling Apple Intelligence at WWDC 2025. Even then, updates to Siri were limited and cautious.
Meanwhile, regulatory pressure is mounting. Apple’s reliance on Google for search is being questioned by antitrust authorities. A move toward owning its own AI search system makes strategic and legal sense.
Also, it’s rumored that Meta and other players have also looked into acquiring or partnering with Perplexity. Apple might feel the need to move fast—or lose out.
What the Deal Could Look Like
- Estimated Value: $14 billion
- Structure: Likely a full acquisition, but could be a large strategic investment or alliance
- Largest Apple acquisition ever, surpassing Beats ($3B in 2014) by over $11B
- Timing: Early stages—any formal action is still pending
What This Means for Users, Creators, and the Industry
For Users
Expect smarter Siri responses, contextual search in Safari, and real-time AI tools embedded across iOS and macOS. This could make Apple devices more useful than ever—especially for research, productivity, and voice interaction.
For Apple
This is a public declaration that Apple is no longer sitting on the AI sidelines. If the deal goes through, it tells the world that Apple is willing to bet big to lead the future of search, privacy, and personal AI.
For Publishers and SEO Professionals
AI-driven search tools like Perplexity could change how web traffic is distributed. With AI surfacing answers (and fewer users clicking to external sites), structured content, citations, and domain authority will become even more important. SEO teams should adapt to being “AI readable,” not just “human readable.”
Apple x Perplexity: A Quick Snapshot
| Category | Detail |
|---|---|
| Company being considered | Perplexity AI |
| Potential value | $14 billion |
| Core product | AI-powered conversational search engine |
| Strategic benefits | Smarter Siri, native search engine, reduced Google dependency |
| Current status | Internal talks only, no formal offer made |
| Acquisition type | Full buyout or strategic investment possible |
| Industry impact | Major signal of Apple’s AI commitment |
What You Should Do Now
For Apple users:
Keep an eye out in future iOS betas for signs of AI-enhanced Siri or Safari search upgrades.
For investors:
Monitor Apple’s stock activity. A deal this size could signal a long-term pivot toward AI product growth.
For marketers, publishers, and SEOs:
Adapt content for AI models—use headings, bullet points, citations, and structured data to increase the chance of being surfaced in Apple or Perplexity-powered search results.
Apple has always been known for building things in-house, taking its time to launch “when it’s ready.” But this time, the company may be admitting that it doesn’t have time to waste.
With competitors moving fast, and regulators watching closely, acquiring Perplexity AI would instantly give Apple the tools, team, and tech to own the future of private, conversational, AI-powered search.
Whether it ends in a deal or not, one thing is clear: Apple is no longer content playing catch-up in AI. It wants to lead—and it may just buy its way there.
