According to credible insider Mark Gurman, Apple is reportedly negotiating to buy Perplexity AI, an emerging internet search engine powered by AI. Insider rumors suggest Apple’s growing interest in building up AI prowess.
Some internal reports suggest that Apple’s mergers and acquisitions department is thoroughly examining an Apple Perplexity AI acquisition, alongside Apple’s top managers in its AI unit. These talks, however, exist in an extremely embryonic phase and no official decision has come to fruition.
What is Perplexity AI?
Perplexity AI is an advanced search engine powered by artificial intelligence to deliver short, conversational style responses to queries. Within such a short time frame, i.e., one year, it gained tremendous popularity in the tech world and is becoming one of the leading new names in the artificial intelligence search market.
Apple’s Strategic AI Shift
The Perplexity AI Apple acquisition could be Apple’s turning point in terms of strategy towards search and generative AI. Apple’s previous policies in integrating AI were conservative in comparison to those of rivals like Google and Microsoft. An acquisition in Perplexity could catch it up in competitive AI-based search technologies sooner.
However, it’s not a done deal. In fact, Perplexity AI’s representative maintained that they have not been informed of any discussions already in progress with Apple, nor any in the next few days. That means Apple’s in-house talks aren’t in Perplexity’s offices just yet.
Main Obstacles in Its Acquisition
Even if Apple proceeds, acquiring Perplexity will not come easy. The company is already estimated to be worth $14 billion. With this being an all-cash transaction, this will be Apple’s largest acquisition in corporate history. That valuation could complicate negotiations.
Additionally, Perplexity AI is said to already be in advanced discussions to have its AI search functionality be part of Samsung’s ecosystem. That even further complicates any Apple bid to acquire Perplexity AI.
How It Can Alter the Future of AI Search
If Apple follows through and is successful in buying Perplexity AI, it will be incredibly influential in terms of shaping the AI search engine landscape. Apple will have a competitive advantage in AI-driven knowledge tools, enhancing cognitive query answer in such products as iPhones, iPads, and Macs.
This is in line with Apple’s ongoing AI focus, especially in its push to on-device intelligence and privacy-focused machine learning. Apple Perplexity AI acquisition could potentially allow Apple to catch up to, or even outdo, Google’s AI-powered search experiences in certain user scenarios.
Industry Implications
This change is an indication of just how competitive the AI space is becoming, especially in search. Apple, Google, Microsoft, and even Samsung all have designs to own AI interfaces. With Perplexity AI coming onto the scene, the next few months could actually see the digital search space transform.
