When $20B with Google Isn’t Enough
Apple has quietly been eyeing a new search partner—and this time, it’s not Google.
Behind the scenes, Apple is reportedly exploring a potential partnership or acquisition of Perplexity AI, the fast-growing startup behind a real-time, AI-powered search engine. It’s the kind of move that could reshape Apple’s entire search and AI strategy—and finally give Siri a much-needed IQ upgrade.
This isn’t just about adding a new feature. It’s about finding a Plan B as Apple’s $20 billion-per-year deal with Google comes under fire from U.S. antitrust regulators.
So… what happens if that deal falls apart? Apple wants options. And Perplexity might just be the one.
What’s Actually Happening?
Here’s the current state of play:
- Apple execs, including M&A head Adrian Perica and services chief Eddy Cue, have reportedly had multiple internal talks about Perplexity
- No formal offer has been made, but Apple has met with Perplexity’s leadership to evaluate their tech
- Possibilities range from adding Perplexity as a Safari search option, to a full-blown acquisition—one that would top Apple’s $3B Beats purchase from 2014
Oh, and just to make things spicy: Meta tried (and failed) to buy Perplexity earlier this year, then dropped $14.3B into Scale AI instead. Samsung’s also in talks with Perplexity, adding another layer of rivalry into the mix.
Why This Matters
Apple’s generative AI efforts have been… slow.
At WWDC, it showed off ChatGPT integrations and live translation, but nothing earth-shattering. Its Apple Intelligence platform is still in rollout mode, and Siri’s full revamp won’t arrive until spring 2025.
Meanwhile, companies like Google, Meta, and OpenAI are racing ahead in AI search and personal assistants.
So Apple’s next move matters—a lot.
By betting on Perplexity, Apple could finally:
- Modernize Siri with real-time, web-connected intelligence
- Rely less on Google (and maybe save that $20B/year)
- Stay competitive in the increasingly AI-driven mobile space
But it’s a tightrope: Samsung is reportedly finalizing its own partnership with Perplexity, and if Apple waits too long, it may end up watching from the sidelines.
You can catch the original breakdown in this Techpresso story.
Quick Q&A: What People Want to Know
1. Why would Apple want Perplexity?
Perplexity’s AI search engine pulls in real-time information and answers queries conversationally — something Siri currently can’t do well. Partnering or acquiring them would instantly boost Apple’s AI credibility and give them a fallback if the Google search deal collapses.
2. Is Apple planning to compete directly with Google Search?
Not yet — but they’re preparing for the possibility. By investing in Perplexity or similar tech, Apple is hedging against regulatory risks and making sure they’re not overly dependent on a single partner.
Should Apple go rogue and build its own search engine from scratch?
Or is this the time to team up with Perplexity before someone else locks them in?
Drop your vote and your thoughts in the comments.
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