Apple Inc. is reportedly weighing a potential acquisition of artificial intelligence (AI) startup Perplexity, a move that could mark its largest-ever purchase, according to a Bloomberg News report released on Friday.
The report, citing sources familiar with the matter, claims that Apple executives have held internal discussions about placing a bid for Perplexity, a fast-rising AI company that recently completed a funding round valuing it at approximately $14 billion. The talks are said to be preliminary, and no formal offer has been made to Perplexity’s management.
Founded in 2022, Perplexity has gained attention for its AI-powered search engine, which combines conversational interfaces with real-time web data—posing a fresh challenge to traditional search models dominated by Google. The startup’s emphasis on transparency in sourcing and its user-friendly AI assistant has attracted both users and investors, leading to rapid growth in valuation and influence.
Apple’s interest in Perplexity signals its intent to deepen its push into generative AI, a field in which it has been perceived as lagging behind competitors like Microsoft, Google, and OpenAI. While Apple recently unveiled a suite of AI features under the “Apple Intelligence” banner at its Worldwide Developers Conference (WWDC) 2024, its strategy has largely centered on integrating AI into existing hardware and software ecosystems rather than through headline-grabbing acquisitions.
If Apple proceeds with a bid, it would represent the largest acquisition in the company’s history. Currently, Apple’s most expensive deal remains the $3 billion purchase of Beats Electronics in 2014. Acquiring Perplexity at or near its $14 billion valuation would reflect a major shift in Apple’s M&A approach and signal a bold play to reshape its AI capabilities.
However, the discussions remain at an exploratory stage, and it’s unclear whether they will materialize into a formal offer. Both Apple and Perplexity have declined to comment on the speculation.
As the tech industry increasingly pivots toward AI innovation, Apple’s potential move underscores the intensifying competition to secure top-tier talent and technology in the rapidly evolving space.
