Apple Executives Held Internal Talks About Buying Perplexity

Apple executives have held internal discussions about potentially bidding for artificial intelligence (AI) startup Perplexity, Bloomberg News reported, citing people with knowledge of the matter. Reuters also disclosed the report.

The iPhone maker is reportedly planning to integrate AI-driven search capabilities—such as those developed by Perplexity—into its Safari browser. I Photo: Perplexity X

The talks are reportedly at an early stage and may not lead to an offer. The report added that Apple executives have not yet discussed a bid with Perplexity’s management.

“We have no knowledge of any current or future M&A discussions involving Perplexity,” the company said in response to a Reuters request for comment.

Big tech companies are increasingly investing to enhance AI capabilities and meet growing demand for AI-powered services, aiming to maintain competitive leadership in the rapidly evolving tech landscape.

Bloomberg also reported that Meta Platforms tried to buy Perplexity earlier this year. Meta recently announced a $14.8 billion investment in Scale AI and hired its CEO, Alexandr Wang, to lead a new superintelligence unit.

According to Bloomberg, Apple’s head of mergers and acquisitions, Adrian Perica, has considered the idea with services chief Eddy Cue and other top AI decision-makers.

The iPhone maker is reportedly planning to integrate AI-driven search capabilities—such as those developed by Perplexity—into its Safari browser, potentially moving away from its longstanding partnership with Alphabet’s Google.