Apple Reportedly Weighing Bid to Acquire Perplexity AI

Nick Papanikolopoulos

June 21, 2025

Apple is said to be internally discussing whether to make a move to acquire Perplexity AI, the fast-growing startup behind one of the most talked-about AI-powered web search engines on the market. The report, shared by Bloomberg’s Mark Gurman, suggests talks are at a very early stage. No guarantee they’ll result in a formal offer yet. According to sources familiar with the matter, Apple’s Adrian Perica (VP of Corporate Development), Eddy Cue (SVP of Services), and other top executives involved in Apple’s AI strategy have been part of the ongoing internal discussions.

Apple has declined to comment on the speculation. Perplexity, for its part, issued a brief statement saying it has “no knowledge of any current or future M&A discussions involving Perplexity.”

Apple and Perplexity AI: A $14 Billion Deal

If Apple does make a bid, it would represent a massive shift in Apple’s M&A history. Perplexity was last valued at $14 billion, a far cry from Apple’s current acquisition record: the $3 billion purchase of Beats back in 2014.

But the timing is key. Apple’s $20 billion annual search deal with Google—which ensures Google remains the default engine in Safari—could be at risk, depending on the outcome of the ongoing Google antitrust trial. If that deal is dismantled, Apple could need a new search solution fast. Perplexity might offer exactly that.

Rather than a full acquisition, a partnership is also on the table. Apple and Perplexity have reportedly held several meetings in recent months to discuss potential collaboration. Possibly involving integration into Safari or Siri.

Samsung Enters the Picture

What complicates Apple’s potential interest is Perplexity’s growing ties with Samsung. Sources say Perplexity is nearing a wide-reaching deal to bring its AI features to Samsung’s smartphones—Apple’s biggest hardware rival. That kind of move could either pressure Apple to act fast—or walk away.

For now, there’s no certainty either way. But one thing is clear: with Siri and Apple Intelligence under public scrutiny, Apple’s AI strategy is evolving fast—and it may be willing to make its boldest move yet.

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Source/VIA :

Bloomberg