AI enhancement potential through acquisitions, as suggested by Tim Cook at Apple
Apple, the tech giant known for its innovative products, is reportedly considering a significant move in the AI sector. According to recent reports, the company has held internal discussions about acquiring Perplexity, an AI search startup valued at over $18 billion.
The potential acquisition aligns with Apple's stated strategy of accelerating its AI roadmap. In a Q3 2025 earnings call, Apple CEO Tim Cook confirmed the company's openness to M&A that would speed up its advancement in the AI field. Cook also emphasized that Apple is not fixated on a certain size company, suggesting that Perplexity could be a viable target.
The acquisition, if it were to occur, would represent Apple's largest acquisition to date, surpassing its 2014 purchase of Beats for $3 billion. However, Apple has not announced any major deals yet, and no formal agreements have been made regarding Perplexity or any other AI firms like Anthropic or OpenAI, which have been rumoured as potential partners for enhancing Siri's capabilities.
Apple's interest in Perplexity underscores the company's commitment to AI as a transformative technology. In late July 2025, Cook highlighted that Apple is significantly increasing its AI investments and reallocating staff to prioritize AI development. This strategy includes both internal development and selective acquisitions to catch up with competitors in the AI space while embedding AI technology across its products and platforms.
As of now, Apple has nothing specific to share about its next potential acquisition. However, with seven acquisitions already under its belt this year, it's clear that Apple is actively pursuing growth in various sectors, including AI.
Perplexity is already featured on devices like the Motorola Razr 60 Ultra, indicating its potential to enhance consumer experiences. Whether Apple decides to acquire Perplexity or not, one thing is certain: the tech giant is determined to stay at the forefront of AI technology.
[1] Apple Increases AI Investments and Prioritizes Development (TechCrunch, 2025) [2] Apple's Q3 2025 Earnings Call Transcript (Seeking Alpha, 2025) [3] Apple's AI Roadmap: A Strategic Shift (Forbes, 2025)
- Apple's consideration to acquire Perplexity, an AI search startup, suggests the company's pursuit to integrate artificial-intelligence technology more extensively into its products.
- The potential acquisition of Perplexity aligns with Apple's stated strategy of accelerating its technology roadmap, particularly in the artificial-intelligence sector, as evidenced by the company's increased AI investments and priorities.
