I have been following Apple’s AI plan for a while, and it has been like reading narrated stories with heightened excitement, as they reveal unexpected details. Reports from Reuters and Bloomberg have revealed that Adrian Perica, the M&A head for Apple, have considered acquiring Perplexity AI, a startup that is leading the way in conversational search. Despite the lack of a formal offer and early stage, this indicates more than just casual interest.
Apple’s motivation is clear. With the global pressure from Microsoft’s ChatGPT integration and Google’s aggressive AI updates, Perplexity presents an opportunity to create a native AI layer that respects privacy in Safari, Spotlight searches, Siri, and other applications. Apple’s payment of $20 billion per year to Google for default search status is a strategic move that is becoming increasingly precarious, especially in light of antitrust scrutiny.
Perplexity, which is valued at approximately $14 billion following its latest funding round, is distinguished by its “answer engine” that synthesizes concise responses with clearly cited sources using GPT-4.1, Gemini, and other tools. Unlike generic search engines, the Comet browser beta, which was released in May 2025, integrates structured data and browsing sessions, making it a true competitor to traditional search methods.
The path to obtaining it is not straightforward. Perplexity is being sued by several entities, including News Corp, New York Post, and the BBC, for allegedly training models using copyright-protected material that was replicated and correct in 17% of its references.
Any purchaser would be concerned with that legal baggage.
Integration risks linger too. Rather than renaming itself Perplexity, I believe Apple should integrate its expertise into iOS’s core without jeopardizing user experience or privacy. That’s notably more demanding than creating Siri shortcuts. After purchasing Beats in 2014, Apple has made few major purchases. Taking on Perplexity would mark a historic change in ambition and appetite.
The deliberations of Apple are in line with other moves. There were talks last year about incorporating the models of Google’s Gemini and OpenAI for iOS 18. By owning Perplexity, Apple could gain access to a unique answer engine and decrease dependence on Google or other AI APIs.
Both the courts and regulators are monitoring. The acquisition of Perplexity and the restructuring of its search partnerships may intensify antitrust tensions within Apple. The company’s reputation for seamless quality could be compromised if AI-generated answers are flawed or inaccurate.
To me, this is more than just opportunism, it’s a strategic shift. The ownership of Perplexity’s technology and team could enable Apple to create AI search experiences that prioritize privacy and integrate with iPhone, Mac, and more. With Safari featuring concise summary, Apple has introduced smart Spotlight suggestions, and Notes can write legally in seconds.
Still, we should remain realistic. This isn’t a finished acquisition. There are several obstacles that remain, including scrutiny by the justice department, lawsuits from content owners, technical intricacy, and Perplexity’s accelerated valuation growth. Apple needs to be ready to support the company’s growing $18 billion valuation, which involves raising funds and managing around 30 million daily queries.
The greater risk of falling behind could be the outcome if Apple doesn’t address Perplexity. Ownership grants control over accuracy, brand alignment, privacy standards and integration. Control is of great value to conversational AI, which operates on the world’s most personal computing platform.
