Apple Explores Major AI Acquisition with Perplexity
Apple is reportedly considering its most ambitious acquisition to date, holding early-stage talks to potentially acquire the fast-growing AI search startup, Perplexity. According to a new report, this move could instantly accelerate Apple's lagging position in the generative AI race and provide a strategic hedge against future challenges to its lucrative search business.
Perplexity, known for its real-time conversational AI search engine, was recently valued at $14 billion, a price that would dwarf Apple's previous record purchase of Beats in 2014. While no formal offer has been made, Apple executives have reportedly held multiple meetings with Perplexity's team. The interest appears to be driven by a clear need; Apple currently lacks a flagship generative AI product to compete with offerings from Google and OpenAI. Acquiring Perplexity would provide a ready-made consumer platform and a talented team of AI experts.
The potential deal also comes as Apple's long-standing, multi-billion dollar search agreement with Google faces a legal challenge from the US Department of Justice. As the future of web search pivots toward conversational AI, owning a platform like Perplexity could serve as a critical alternative.
However, a familiar rival presents a significant hurdle. Samsung is reportedly close to securing its own partnership with Perplexity. This development could force Apple's hand, either compelling it to make a decisive acquisition offer or limiting its options to a less exclusive integration into its software, such as Safari or Siri. Apple is at a strategic crossroads, and its next move with Perplexity will be a telling indicator of its future AI ambitions.
Image source: LinkedIn
