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Apple may bet big on Perplexity AI to reshape AI search and ditch Google Search dominance. Big moves brewing in Apple AI strategy

 

Apple is quietly weighing a major AI move that could reshape its product ecosystem. The tech giant has shown early interest in Perplexity AI, a rising star in conversational search.

Internal discussions have taken place at the highest levels, involving mergers chief Adrian Perica and services head Eddy Cue.


Exploring Alternatives to Google Search

 

While no offer has been made, the intent is clear. Apple is exploring whether Perplexity AI could power the future of search within its ecosystem. With its real-time, AI-driven search engine, Perplexity could help Apple cut its dependence on Google.

That deal—currently worth about US$20 billion per year—is now under antitrust scrutiny in the US, making alternatives urgent.


Perplexity’s Rise and Competitive Interest

 

Perplexity, recently valued at around US$14 billion, has quickly become one of the most talked-about AI startups. Meta already tried to buy it earlier this year, but failed. That move alone has added weight to Apple’s interest, pushing it to evaluate both acquisition and strategic partnership options.


A Strategic AI Upgrade for Siri and Safari

 

For Apple, Perplexity represents much more than a product. It is a paradigm shift. Siri has always been behind competitors such as Google Assistant. With Perplexity’s capabilities plugged in, this gap would presumably be filled by more advanced search capabilities in Safari and Siri.

This would have been a major step forward in Apple’s AI strategy, involving product innovation and bringing in leading talent.


Wider AI Efforts Beyond Perplexity

 

Beyond Perplexity, Apple has also explored deals with other AI startups, including a conversation with Thinking Machines Lab, led by OpenAI’s former CTO Mira Murati.

These parallel moves show that Apple’s AI push is no longer quiet. It’s now a race to build the next AI engine for its devices.


A Turning Point in Apple’s Tech Roadmap

 

As Apple lays the foundation for an AI-first world, the spotlight on Perplexity intensifies. The very interest would mark a turning point in the tech roadmap envisioned at Apple, regardless of whether or not a deal comes through.