Will Apple Acquire Perplexity? A Comprehensive Analysis

As of August 2, 2025, Apple has not yet finalized any acquisition of Perplexity AI, but the tech world is abuzz with speculation that it could happen soon. Perplexity, currently valued at around $14 billion, processes millions of user queries each month through its advanced conversational search engine, positioning it as an ideal fit for Apple’s ongoing AI expansion. Industry analysts, such as Dan Ives from Wedbush Securities, have described the potential deal as a “no-brainer” for Apple, particularly to upgrade Siri with more intelligent, real-time responses and to lessen its reliance on third-party AI providers like OpenAI. This comes at a critical time, as antitrust investigations continue to threaten Google’s lucrative $20 billion annual deal to be the default search engine on Safari, pushing Apple to seek independent alternatives.

Apple’s CEO, Tim Cook, has publicly emphasized the company’s “significant growth” in AI investments and an openness to mergers and acquisitions that can “accelerate our roadmap.” This stance is supported by Apple’s active deal-making this year, including seven acquisitions focused on bolstering its technological edge. However, potential obstacles remain: Apple has traditionally favored smaller-scale purchases, like its $3 billion Beats acquisition in 2014, and integrating Perplexity’s systems while maintaining Apple’s strict privacy standards could present technical and regulatory challenges.

Additionally, Perplexity’s focus on citation-backed, privacy-respecting answers aligns well with Apple’s on-device processing philosophy, potentially transforming user experiences across iOS, macOS, and other platforms.

If Apple proceeds with the acquisition, it could dramatically enhance its ecosystem, offering users seamless, context-aware search capabilities that rival those of Google and Microsoft. This would not only strengthen Siri’s functionality but also position Apple to launch its own full-fledged search engine, reducing vulnerabilities from external partnerships.

Conversely, failing to act might allow competitors to acquire Perplexity first, leaving Apple further behind in the escalating AI arms race. As the AI landscape evolves rapidly post-2025, this decision could define Apple’s trajectory, either cementing its dominance or highlighting missed opportunities in a market where innovation is paramount.