According to a recent report by Bloomberg, Apple's executives are actively considering the acquisition of Perplexity AI. This strategic move aims to bolster Apple's talent pool and pave the way for an innovative AI-based search engine in the near future. Adrian Perica, who leads Apple's mergers and acquisitions team, has initiated discussions regarding this potential acquisition with key executives, including Eddy Cue, Apple's Senior Vice President of Services.
While the discussions are still in the preliminary stages, it is important to note that Apple has not yet approached Perplexity AI with a formal bid. The internal conversations among Apple's top decision-makers indicate a strong interest in enhancing the company's AI capabilities. However, there is also a possibility that instead of pursuing an outright purchase, Apple might consider partnering with Perplexity AI to leverage its technology.
The overarching goal of these discussions is to develop an AI search engine that utilizes the advanced technology of Perplexity AI. Furthermore, Apple aims to integrate Perplexity's capabilities into its virtual assistant, Siri, which could significantly enhance the user experience and functionality of the platform.
Despite the lack of a formal offer, Bloomberg reports that Apple has engaged in several meetings with Perplexity AI in recent months. Notably, in May, Eddy Cue mentioned during his testimony in Google's ongoing Search antitrust case that Apple had explored potential integration opportunities with Perplexity for its Safari browser. This conversation is particularly relevant given Apple's longstanding agreement with Google, which designates Google's search engine as the default on iPhones. This lucrative partnership has reportedly generated billions for Apple, with $18 billion reported in 2021 alone.
As Apple continues to evaluate its options regarding Perplexity AI, the company's commitment to enhancing its AI initiatives remains clear. Whether through acquisition or collaboration, Apple's pursuit of advanced artificial intelligence technologies signifies a pivotal step towards redefining its search engine capabilities and improving user interactions with Siri and Safari.
