Apple is exploring a potential bid for artificial intelligence startup Perplexity AI, according to a Bloomberg report citing sources familiar with the matter. The discussions, still in early stages, may not result in an offer, and Apple has not yet engaged with Perplexity’s management.
Perplexity told Reuters it has “no knowledge of any current or future M&A discussions,” while Apple did not immediately comment.
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The move comes as major tech firms ramp up AI investments to stay competitive. Meta reportedly attempted to acquire Perplexity earlier this year, while last week, it announced a $14.8 billion investment in Scale AI and hired its CEO to lead a new AI unit.
Apple’s M&A head, Adrian Perica, has reportedly discussed the potential deal with services chief Eddy Cue and AI leaders. The tech giant may integrate Perplexity’s AI-powered search into Safari, signaling a possible shift from its long-standing partnership with Google. This aligns with U.S. regulatory efforts to curb Google’s search dominance.
Perplexity, recently valued at $14 billion after a funding round, offers AI-driven search tools similar to ChatGPT and Google’s Gemini. If acquired near that valuation, it would mark Apple’s largest deal to date.
As AI-powered search gains traction among younger users, Apple’s interest highlights the growing challenge to traditional search engines like Google.
