Apple's next big AI move might be buying Perplexity, signaling a shift in strategy

Apple, facing challenges in advancing its artificial intelligence (AI) capabilities, is reportedly considering acquiring Perplexity AI, a rising player in the AI search space. Despite launching "Apple Intelligence" and promising a smarter Siri, progress has been slow, with updates repeatedly delayed and AI receiving little emphasis at Apple's recent Worldwide Developers Conference. In contrast, competitors like Google and OpenAI have made significant AI strides, impacting traditional tools like Google Search. Internal discussions among Apple executives, including VP Adrian Perica and SVP Eddy Cue, suggest early interest in the acquisition, although no formal offer has been made. Integrating Perplexity’s AI search into Safari and other Apple services could reduce reliance on Google, which currently pays Apple around $20 billion annually to remain Safari’s default search engine. Meanwhile, Apple's delayed release of an upgraded Siri and modest AI enhancements in the upcoming iOS 26—such as call screening and voicemail summaries—highlight its lag behind rivals. Leadership reshuffles, including the replacement of Siri team head John Giannandrea with Vision Pro creator Mike Rockwell, indicate internal efforts to accelerate AI progress. If successful, acquiring Perplexity may signal a strategic pivot for Apple to strengthen its AI presence.