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Apple is currently discussing something that could be quite important for the company's future. Internal executives are considering whether to acquire the AI startup Perplexity AI. This is reported by Bloomberg's Mark Gurman, who is usually well-informed about Apple's goings-on.
Apple and artificial intelligence – the topic is becoming increasingly relevant for the Cupertino-based company. While there's been a lot of activity in this area in recent months, not much concrete has happened so far. That could soon change. Perplexity AI is one of the most exciting names in the current AI market and could play a strategically important role for Apple. Nothing has been decided yet, but discussions are ongoing.
Talks are taking place – but still without result
According to Gurman , several key Apple executives are involved in the talks. These include Adrian Perica, Apple's head of mergers and acquisitions; Eddy Cue, who heads Apple's services division; and other executives responsible for Apple's AI strategy. However, the talks are said to be in their early stages and could ultimately remain inconclusive. Neither Apple nor Perplexity declined to comment officially. Perplexity simply stated that the company is "not aware of any current or future discussions regarding an acquisition."
Who or what is Perplexity AI?
Perplexity AI is a relatively young but now very well-known AI startup. It has developed a search engine that uses artificial intelligence to provide users with direct, comprehensive answers – instead of just links like traditional search engines. The service has become very popular in recent months, especially among tech-savvy users and developers. The platform combines web search with generative AI – similar to ChatGPT, but with true real-time web access. In its most recent financing round, the company was valued at around $14 billion. That's a respectable sum – especially compared to previous Apple acquisitions. By comparison, the largest deal to date was the purchase of Beats in 2014 for around $3 billion.
Why the topic is particularly explosive now
A possible Apple deal with Perplexity is also related to the ongoing antitrust proceedings against Google. Google currently pays Apple approximately $20 billion annually to ensure that Google remains the default search engine on iPhones and other Apple devices. If the court finds this agreement illegal, it would be eliminated – and Apple would have to look for alternatives. Perplexity is particularly interesting in this context. The startup's technology could help Apple establish its own search solution – either directly in Safari or as part of Siri.
Takeover or just partnership?
In addition to a full takeover, a partnership is apparently also being considered. Apple has met with Perplexity several times in recent months to better understand its technical platform. It's conceivable that Apple could integrate certain Perplexity functions into Safari or Siri without purchasing the entire company. However, there is competition: Perplexity is reportedly currently close to a deal with Samsung. If this is true, this could pose problems for Apple. Samsung is Apple's biggest competitor in the smartphone sector, and a strategic collaboration between Samsung and Perplexity could pose an obstacle to Apple's future acquisition or close integration of the startup.
AI strategy gains importance at Apple
Nothing has been decided yet. But the fact that Apple is intensively engaging with Perplexity AI shows how seriously the company is now taking AI. An acquisition would be expensive, but it makes strategic sense—especially if Google loses its role as the default search engine on Apple devices. A partnership is also conceivable. One thing is clear: Apple is looking for ways to better position itself in the AI space. And Perplexity is a very interesting candidate for that. (Image: Shutterstock / Azulblue)
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