Apple executives are considering acquiring AI search company Perplexity AI to enhance the company’s artificial intelligence capabilities and potentially develop an AI-powered search engine, according to Bloomberg.

Adrian Perica, Apple’s head of mergers and acquisitions, has discussed the potential acquisition with services SVP Eddy Cue and senior decision-makers involved in Apple’s AI initiatives.

However, the discussions remain in early stages, with Apple yet to approach Perplexity with a formal bid.

Apple is reportedly evaluating two approaches: an outright acquisition of Perplexity or establishing a strategic partnership with the AI company.

Both options aim to develop an AI search engine powered by Perplexity’s technology and integrate its capabilities into Siri.

Bloomberg reports that Apple has met with Perplexity multiple times over recent months, though no formal offer has been made, and internal discussions may not result in a concrete proposal.

The potential acquisition gains significance amid Apple’s ongoing relationship with Google, which pays Apple approximately $18 billion annually to remain the default search engine on iPhones.

This arrangement is currently under scrutiny in Google’s antitrust case, where Cue testified in May about Apple’s discussions regarding potential Safari integration with Perplexity.

If regulators require Apple to terminate its Google partnership, acquiring Perplexity would provide the company with ready-made AI search capabilities rather than developing them internally from scratch.

The potential acquisition also addresses Apple’s need to acquire AI talent as the company seeks to accelerate its artificial intelligence development.

Apple faces increasing competition for skilled AI professionals, including a reported contest with Meta to hire Daniel Gross, founder of AI company Safe Superintelligence Inc.

Apple’s AI talent acquisition efforts come as the company struggles to deliver promised AI features on schedule.

The company recently delayed the rollout of an enhanced Siri system that was central to its Apple Intelligence marketing pitch.

Apple’s interest in external AI capabilities reflects broader challenges in meeting ambitious AI development timelines.

The company has faced delays in implementing advanced Siri functionality and other Apple Intelligence features originally planned for earlier releases.

The potential Perplexity acquisition or partnership could accelerate Apple’s AI search capabilities while providing access to specialised talent and proven technology in the competitive AI landscape.

Perplexity AI has emerged as a notable player in AI-powered search, offering conversational search experiences that compete with traditional search engines and other AI platforms.

An Apple acquisition would represent a significant consolidation move in the rapidly evolving AI search market.

The discussions highlight Apple’s strategic imperative to strengthen its AI capabilities as artificial intelligence becomes increasingly central to consumer technology experiences and competitive positioning.