In what could become its largest acquisition ever, Apple is reportedly exploring a potential bid to acquire fast-growing artificial intelligence startup Perplexity, according to a new report by Bloomberg’s Mark Gurman. The move signals Apple’s growing urgency to ramp up its AI capabilities amid intensifying competition from rivals like Google, Microsoft, and OpenAI.
Perplexity, best known for its real-time, conversational AI search engine, was recently valued at $14 billion—a figure that would dwarf Apple’s previous record acquisition of Beats Electronics for $3 billion in 2014. The startup has gained rapid traction in the AI space with its unique approach to answering user queries by citing live sources, offering a transparent alternative to traditional search engines.
The report states that talks are still in early stages, but high-level Apple executives are involved. These include Adrian Perica, Apple’s head of mergers and acquisitions, Eddy Cue, head of services, and senior members of Apple’s AI division. Apple has reportedly held multiple meetings with Perplexity in recent months as it continues to evaluate the startup’s underlying technology and potential strategic value.
While no formal offer has been extended yet, the discussions reflect Apple’s intent to move aggressively into next-gen AI platforms. However, the deal is far from certain. Apple declined to comment on the report, and a spokesperson from Perplexity stated they have “no knowledge of any current or future M&A discussions.”
If pursued and finalized, the acquisition would mark a significant shift for Apple, which has historically favored smaller, talent-driven acquisitions over headline-grabbing deals. It would also position Apple more competitively in the AI race, especially as it integrates more AI features into iOS and macOS.
The tech world will be watching closely as this potential megadeal develops.
