Apple is eyeing a move to buy AI startup Perplexity AI. The goal: snag talent and build its own AI-powered search engine.
Bloomberg reports Apple’s head of M&A, Adrian Perica, pitched the idea to services SVP Eddy Cue and top execs. Talks are early. Apple hasn’t made an offer or formally reached out to Perplexity yet. Internal discussions also floated a partnership instead of a purchase.
Apple wants Perplexity’s tech for Siri and possibly an AI search engine. The company met the startup multiple times in recent months. 
Eddy Cue mentioned talks about integrating Perplexity into Safari back in May during Google’s antitrust trial. Apple depends heavily on Google for search — scoring billions annually from the deal ($18 billion in 2021). No concrete plans or offers came out of that testimony.
If regulators force Apple to ditch Google search, buying Perplexity could jumpstart Apple’s AI search. It would also help Apple compete for AI talent. Bloomberg says Apple’s going head-to-head with Meta to recruit Daniel Gross, founder of Safe Superintelligence Inc.
Apple clearly needs new AI chops. It delayed a major Siri upgrade months ago that was key to its Apple Intelligence push.
Eddy Cue revealed the Safari talks during Google’s antitrust trial but held back on acquisition details.
Apple executives have held internal talks about buying AI startup Perplexity
Adrian Perica, Apple’s head of mergers and acquisitions, has discussed the idea with services SVP Eddy Cue and Apple’s AI leadership
Talks are early; no formal offer or contact has been made to Perplexity
Alternative considered: a partnership instead of purchase
Apple wants to integrate Perplexity’s AI tech into Siri and possibly build an AI search engine
Meetings with Perplexity happened multiple times over recent months
Bloomberg report: Apple executives have held internal talks about buying AI startup Perplexity
