Apple is reportedly exploring the acquisition of AI startup Perplexity to strengthen its artificial intelligence offerings, according to a Bloomberg News report on June 20.
Sources told Bloomberg that Adrian Perica, Apple’s head of mergers and acquisitions, has discussed the potential purchase with services chief Eddy Cue and key AI executives. These talks remain in the early stages and may not lead to an offer.
An acquisition could enable Apple to develop its own AI-powered search engine amid uncertainty over its long-standing agreement with Google, which currently serves as the default search provider on Apple devices.
Perplexity offers a search service delivering real-time answers using the latest web information, handling about 780 million queries monthly with more than 20% month-over-month growth.
Bloomberg noted that any acquisition talks would likely follow the outcome of the ongoing Google antitrust trial, which could determine the future of Apple’s arrangement with Google.
Perplexity stated it has no knowledge of any current or upcoming merger discussions involving the company. Apple has not commented on the report.
Earlier this month, analysis by PYMNTS highlighted Apple’s cautious approach to AI compared to rivals Microsoft, Google, and Amazon, which are aggressively deploying large language models and enterprise AI solutions.
Apple’s AI features, such as real-time voicemail transcription, enhanced Spotlight search, call screening, and translation, remain narrowly focused and closely integrated with hardware.
Observers question whether Apple is pursuing a long-term strategy or falling behind. PYMNTS warned that Apple risks “strategic drift” by not fully entering cloud-based enterprise AI, relying instead on consumer hardware cycles and developer support while competitors offer more flexible AI platforms.