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Apple Reportedly Eyes Perplexity AI to Bolster Siri and Search Capabilities

• ByStartupStory     |    June 24, 2025

In a move that could significantly reshape its artificial intelligence roadmap, Apple is reportedly in early-stage discussions to acquire or partner with Perplexity AI, a fast-growing startup at the intersection of conversational AI and real-time web search. According to a Bloomberg report, these discussions are part of Apple’s broader strategy to enhance Siri and reduce its reliance on Google for search.

The conversations are said to be led by Adrian Perica, Apple’s head of M&A, with key input from Eddy Cue, SVP of Services, and other senior leaders managing Apple’s AI ambitions. While no formal offer has yet been made, multiple meetings have reportedly taken place between the two companies over recent months.

Founded by Aravind Srinivas, Perplexity AI has emerged as a serious contender in the generative AI space, offering a unique platform that combines chatbot-like interfaces with verified, real-time internet search results. For Apple, acquiring or integrating Perplexity’s technology could serve two key goals: modernizing Siri’s intelligence and capabilities, and laying the groundwork for a native AI-powered search engine embedded within iOS and Safari.

Two possible routes are on the table: a full acquisition of Perplexity AI or a strategic partnership that would incorporate the startup’s tools into Apple’s existing platforms. Either move would represent a significant shift for Apple, which has historically kept its AI efforts under wraps and tightly integrated into its hardware ecosystem.

Apple’s interest also comes as it faces growing competitive pressure in the AI space from rivals like Google, Microsoft, and Meta. Despite muted announcements at WWDC 2025, Apple is actively hiring top AI talent and exploring key partnerships. The company is also reportedly competing with Meta to attract AI experts like Daniel Gross, founder of Safe Superintelligence Inc.

The reported discussions with Perplexity take on added significance in light of Apple’s existing relationship with Google. Apple currently earns billions annually from keeping Google as the default search engine on Safari. During a recent antitrust trial, Eddy Cue confirmed that Apple had discussed integrating Perplexity into Safari, potentially laying the groundwork for an in-house alternative if regulatory pressures force Apple to revisit its search engine partnerships.

With generative AI and intelligent search playing a central role in the next wave of consumer tech, Apple’s potential move to acquire or partner with Perplexity could signal a bold step toward redefining its core services and reasserting itself in the AI race.

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