Apple Exploring Perplexity AI Acquisition as It Prepares for Post-Google Search Future

By Evolution Staff • June 23, 2025

Apple may be gearing up for its boldest AI move yet. According to reports from Bloomberg, Apple executives have quietly held internal talks about acquiring Perplexity AI, an increasingly prominent generative AI startup known for its conversational, real-time search engine.

What’s Driving Apple’s Interest?
Apple’s longstanding deal with Google—worth billions per year—makes Google the default search engine on Safari. But with regulators scrutinizing that partnership and AI transforming how users seek answers, Apple is seeking strategic alternatives. Acquiring Perplexity would give Apple:

• Proprietary AI search infrastructure
  
• Talent and engineering leadership in generative models
  
• A head-start in building an AI-native alternative to Google
  

What Is Perplexity AI?
Founded in 2022, Perplexity AI offers a search engine that blends real-time data with citation-backed results in natural language format. It’s often compared to ChatGPT or Claude, but its emphasis on direct sourcing and clarity has earned it praise among academics, journalists, and researchers.

Backed by venture giants like IVP, NEA, and NVIDIA, Perplexity’s valuation has soared in recent quarters, with active monthly users topping 20 million globally.

Apple’s AI Ambitions
Apple has largely played a quiet hand in the AI space compared to rivals like Google and Microsoft. However, with its recent unveiling of “Apple Intelligence”—a suite of AI-driven tools designed to enhance Siri, writing tools, and search suggestions—an acquisition like Perplexity could dramatically accelerate internal development and independence.

In April, Apple also poached several senior staff from AI-focused startups and launched a dedicated Large Language Model (LLM) research division.

Risks and Roadblocks

• Regulatory scrutiny: Given antitrust tensions surrounding Apple’s ecosystem, any major acquisition could attract close FTC or EU attention.
  
• Integration challenges: Merging a fast-moving AI startup with Apple’s closed ecosystem may present cultural and technical friction.
  
• No official confirmation: Talks are preliminary, and Apple is known for exploring multiple acquisition paths without committing to any.
  

Conclusion
Whether or not a deal materializes, Apple’s interest in Perplexity marks a clear signal: the future of search is no longer browser-based—it’s AI-native, personalized, and proactive. And Apple wants to own that experience from the inside out.

Additional References:

• Bloomberg Business (@bloombergbusiness)
  
• The Information (@theinformation)
  
• Reuters Tech (@reuters)
  
• TechCrunch (@techcrunch)
  
• Perplexity AI (@perplexity_ai)