iPhone-maker Apple is reportedly eyeing its biggest acquisition ever, a potential deal to acquire fast-rising AI start-up Perplexity, as per Bloomberg reports. Known for its real-time AI search platform, Perplexity was recently valued at $14 billion. This price tag is more than four times Apple’s previous $3 billion record deal for Beats in 2014.
Currently, the discussion is in early stage. The talks include Apple’s M&A head Adrian Perica, services chief Eddy Cue, and key AI leadership. Though a formal offer hasn’t been made, Apple has reportedly held several meetings with Perplexity in recent months and is actively assessing the startup’s technology, the report said.
Apple is eyeing Perplexity to have a ready-made AI search platform and become a recognisable brand in the artificial intelligence space. At present, the tech giant doesn’t have any flagship generative AI product to rival offerings from Google, OpenAI, and Anthropic.
The company can also get access to top-tier AI talent that could fast-track its own innovation efforts.
Apple risks losing its lucrative $20 billion-a-year search partnership with Google, currently under scrutiny in a DOJ antitrust case. With the future of web search shifting toward AI, Perplexity could offer Apple both a strategic fallback and a springboard into the next generation of search.
Rather than a full acquisition, Apple is reportedly also exploring a potential partnership, considering ways to embed Perplexity’s AI engine into Safari as an alternative search option, or to bolster Siri’s intelligence and responsiveness, the report added.
Earlier this month, Samsung Electronics Co also neared a significant deal to invest in Perplexity AI Inc. and integrate the AI start-up’s search technology into its devices.
It plans to announce the integration of Perplexity AI’s technology as early as this year, aiming to establish it as the default assistant option for the Galaxy S26 series, scheduled for release in the first half of 2026. However, the specific details remain subject to change as they are not yet finalised.
