Introduction

In today’s fast-paced AI world, who wins? The person who adapts the change as fast as possible, like we are doing now in the race of learning & adapting AI, but this is not limited only to individuals, large tech companies also have to pace up with the adaptation. You probably have heard that Apple is behind in the race of AI, & to catch up, they are planning to buy one of the most powerful AI tools: Perplexity. Is it just a rumor, or is it really true?

In this article, we’ll discuss Apple’s plans to acquire Perplexity, what it means for the AI world, and the potential consequences etc. So, stay till the end.

Also Read: What Are AI Tools? Why They Matter More Than Ever In 2025

What is Perplexity AI?

Before getting to the main topic, the rumor of Apple is buying Perplexity, let’s know what is in this AI tool, which is attracting not just Apple, but many other tech giants like Meta, Amazon, etc.

Perplexity AI is a rapidly rising star in the world of artificial intelligence, best known for creating one of the most powerful AI-driven search engines to date. Founded in August 2022 by a group of former researchers and engineers from OpenAI, Meta, Quora, and other tech giants, Perplexity was built on a bold vision: to transform how humans interact with knowledge using conversational search powered by large language models (LLMs).

Unlike traditional search engines that bombard users with dozens of links, ads, SEO stuffed articles, Perplexity offers instant, concise, and cited answers, much like having a knowledgeable assistant at your fingertips. It combines real-time web browsing, natural language understanding, and direct source citation to deliver responses that are not just fast but also verifiable.

At its core, Perplexity is built on OpenAI’s and Anthropic’s large language models (like GPT-4 and Claude), enhanced with its own retrieval and ranking systems. This hybrid approach makes it a mix of ChatGPT, Google Search & own capabilities, making it the best AI platform for researchers, students, developers, and even journalists.

By 2024, the platform had gained massive traction:

• Over 10 million monthly users by late 2024.
• Launched a Pro version with advanced features, API access, and Claude or GPT-4 as backend engines.
• Introduced Collections and personalized AI profiles for better organization.
• Integrated voice search, coding assistance, document uploads, and more.

In 2025, Perplexity’s influence only grew. With an increasing number of professionals and creators relying on it as a Google alternative, it became a symbol of a new era in AI search, one that’s transparent, real-time, and built for deeper learning, not just throwing links, ads & SEO stuff.

The Rumor: Apple Is Buying Perplexity?

In recent weeks, whispers have been circulating across the tech industry: Apple is buying Perplexity AI? While no official confirmation has been made by either company, the idea has sparked massive speculation among AI enthusiasts, investors, and tech media alike.

Where Did the Rumor Begin?

The rumor appears to have started from a mix of:

• Industry analysts are hinting at Apple’s push to acquire cutting-edge AI technologies. (Mainly buying and integrating AI in Siri)
• Social media discussions on platforms like X and LinkedIn.
• Apple’s recent moves to enhance Apple Intelligence in iOS 26 and macOS Sequoia, which many believe still lack the advanced search and reasoning capabilities that Perplexity offers.

Some insiders leaked that Apple executives have shown interest in companies like Perplexity to strengthen Siri and compete more directly with ChatGPT and Google Gemini.

Why Apple Is Buying Perplexity?

If Apple is buying Perplexity, then it can change the whole game of AI, as the largest tech giant will enter the league.

Boost Siri with Real-Time Web Search
Perplexity’s AI features can change Apple’s personal assistant Siri, by which it’ll become more capable & since none of the other smartphone brands have integrated AI into their assistants, else Google.

Compete with Google, OpenAI, and Microsoft
While ChatGPT is integrated into Microsoft, and Google has Gemini, Apple needs a powerful AI search partner to stay competitive, & currently Apple is also facing backlash, as it announced to launch AI for its devices before the middle of 2025, & the middle of 2025 has already ended.

Privacy-Aligned AI Search
Apple values user privacy. Perplexity’s transparent, source-cited answers fit better with Apple’s privacy-first ecosystem than Google’s ad-driven model.

Strengthen Apple Intelligence
With Apple Intelligence launching in iOS 26 and macOS Sequoia, Perplexity could power smarter search, summaries, and contextual responses across all Apple devices.

Tap into a Fast-Growing AI Platform
Perplexity is growing rapidly and already has millions of users. Acquiring it now gives Apple a first-mover advantage in AI-native search & at the same time publicity.

Innovation
As many people are trolling Apple for not being innovative over the last 5 years, by buying Perplexity, Apple can save its image from that backlash.

Enhance On-Device AI
Perplexity’s lightweight, API-friendly architecture can be optimized for Apple Silicon chips, powering fast, & can also able to do tasks on-device, keeping in mind privacy reasons.

Keep Users Inside the Ecosystem
If users rely on Perplexity for search and knowledge, Apple can integrate it directly into Spotlight, Safari, or Siri, keeping users off Google and within the Apple ecosystem.

Strategic Control Over AI Search Tech
Instead of relying on third-party LLMs forever, owning Perplexity gives Apple more control over how AI search is built, trained, and personalized & later Apple can build its own more powerful AI model.

Also Read: Perplexity vs Google (2025 Guide)

What Does This Mean For The AI Industry?

The AI Search War Just Escalated
If Apple joins the game, the AI search battle won’t just be between Google, Microsoft, and OpenAI anymore; Apple becomes a powerful new competitor.

Consolidation of AI Innovation
More AI startups may get acquired by tech giants, leaving fewer independent players, which concentrates power in the hands of a few companies.

Shift from Traditional to Conversational Search
The ways of traditional searching by Google for anything we are curious about will start shifting toward AI, eventually ruining the websites & browsers.

Increased Investment in AI-First Tools
Apple’s move could signal a massive shift in investor focus toward AI-native companies, especially those with real user traction like Perplexity.

Pressure on Google to Defend Its Core
Google already faces threats from ChatGPT and Perplexity. Apple owning a search engine alternative would put even more pressure on Google’s dominance.

A New Model for Private, Ad-Free AI Search
Apple could push a privacy-centric, ad-free AI search experience, challenging the ad-funded models of Google and others.

Global Consumer AI Adoption Accelerates
With Apple’s scale, Perplexity could become the default AI assistant for millions, increasing the global acceptance & availability of AI.

Focus on Personalized, Ecosystem-Based AI
Apple will likely tie Perplexity into its devices, showing a trend where AI becomes deeply embedded into every part of daily life, not limited to the platform itself.

Potential Challenges & Concerns

1. Privacy and Data Ownership Concerns

• Apple is known for strict privacy policies, while Perplexity relies on real-time web data, which is based on OpenAI & Google.
• Will Apple restrict Perplexity’s access to user data or third-party APIs? (may not be because it’s the core feature)
• Could Apple limit or anonymize query data, potentially impacting Perplexity’s performance?

2. Closed Ecosystem Integration

• Apple might restrict Perplexity’s features to only Apple devices (iOS, macOS).
• Potential loss of cross-platform usability (Android, Windows, Linux).
• Developers and users outside the Apple ecosystem may lose access..

3. Loss of Openness and Innovation

• Perplexity is currently known for transparency and public AI research.
• Apple may not publish research openly or may apply strict IP controls.

4. Commercialization Pressure

• Perplexity may be turned into a product feature (like Siri), rather than an independent AI tool.
• Features could become premium or locked behind Apple subscriptions (iCloud+, Apple One).
• Users may face paywalls for what is now a free or freemium product. (because of added trust & the name of Apple)

5. Antitrust and Monopoly Scrutiny

• Regulatory bodies could see this as Apple trying to dominate AI-powered search. (which is bad for the whole of humanity, as a monopoly)
• Could trigger antitrust investigations, especially in the EU and the US.

Also Read: Perplexity vs ChatGPT vs Gemini: Which AI Search Tool Is Best?

Final Thoughts

Apple is buying Perplexity or not, but one thing is clear: we all as individuals have to learn & adapt to AI, to keep pace with this fast-changing world. You can try our subscription to stay ahead in this race.

My Thoughts: Apple can buy Perplexity, because it is facing so much backlash, as AI isn’t rolled out effectively on devices & competitors have done it already.

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