Apple Reportedly Exploring Acquisition of Perplexity AI Amid Rising Competition in Search AI

According to insider sources cited by Mark Gurman, Apple is internally discussing the potential acquisition of Perplexity AI, an emerging AI-powered web search platform that has seen significant growth over the past year.

While the talks are said to be in the early stages, the process is reportedly being led by Apple's head of mergers and acquisitions, in coordination with top executives in the company's AI division. This suggests a growing interest by Apple in strengthening its artificial intelligence capabilities—especially in search.

However, a spokesperson for Perplexity AI denied any knowledge of ongoing or planned discussions with Apple.

Even if Apple pursues the acquisition, the path won't be easy. Perplexity AI is currently valued at around $14 billion, which would mark one of the most expensive acquisitions in Apple’s history. Furthermore, the startup is said to be in advanced talks with Samsung to bring its search technology into Samsung’s ecosystem—adding a competitive layer that could complicate Apple's ambitions.

Whether this deal materializes or not, one thing is clear: Apple is making serious moves to catch up in the AI race.