Apple is reportedly exploring deeper expansion into the artificial intelligence sector with internal discussions about potentially acquiring Perplexity AI, according to sources familiar with the matter cited by Bloomberg. Though no formal offer has been made, the talks are part of Apple’s broader AI strategy, as the tech giant looks to strengthen its capabilities amid fierce competition from Google, OpenAI, and Microsoft.

Perplexity AI: A Rising Star in AI-Powered Search

Perplexity AI, a fast-growing startup backed by investors such as Jeff Bezos and Nvidia, has garnered attention for its AI-native search engine. Unlike traditional search engines, Perplexity delivers direct answers using large language models, often with cited sources—challenging Google’s dominance in web search. The company is valued at around $1 billion and reportedly has over 10 million monthly active users.

Apple’s AI Ambitions Under Spotlight

The reported interest in Perplexity aligns with Apple’s recent ramp-up in generative AI initiatives. At WWDC 2025, Apple introduced “Apple Intelligence,” a suite of AI tools integrated across iOS, macOS, and Siri. However, the company still lags behind rivals in generative search experiences, an area Perplexity could help bolster. A possible acquisition would offer Apple not just technology, but talent and a foothold in the AI search race.

No Deal Yet, But Signs of Strategic Intent

While the internal discussions are preliminary and may not lead to a formal acquisition, they underscore Apple’s strategic intent to close gaps in its AI portfolio. Apple has typically avoided headline-grabbing acquisitions, preferring to buy smaller firms quietly, often to integrate behind-the-scenes innovations into its products. However, a move for Perplexity would mark one of Apple’s more visible pushes into the generative AI race.

AI Competition Heating Up

As tech giants race to define the future of search and smart assistants, Apple’s interest in Perplexity may reflect a defensive and offensive strategy. With Microsoft’s partnership with OpenAI and Google’s Gemini integration across its ecosystem, Apple could use Perplexity’s technology to supercharge its own offerings—particularly Siri, which has often faced criticism for lagging behind competitors.

Conclusion:
Apple’s reported exploration of a Perplexity acquisition is another signal of the seismic shifts underway in the tech industry, where search, AI, and assistants are converging. While the outcome remains uncertain, the discussions illustrate Apple’s growing urgency to remain a key player in the evolving AI landscape.